ITV launches AI-generated ad service

As part of an expanded commercial creative production service, ITV has used GenAI to try to make TV advertising more accessible to small businesses which would previously find it out of reach.

Jason Spencer, ITV Business Development Director, said: “Too often the cost of making an ad is a barrier for brands looking to breakthrough and test TV. By expanding our existing creative production services to include making ads with GenAI, we can democratise this further, and make the power of TV advertising accessible to all.”

Dennis Niblock, owner of Sheepbridge Interiors, said: “We thought a TV ad of this quality was far out of our reach so it’s been a real game changer for us to be the first to use this new service from ITV.”

An AI-created advert by Swansea-based travel company Travel House, which has branches across South Wales, launched on Monday to viewers in the ITV Wales region on ITV1 and ITVX. Newry-based Sheepbridge Interiors is also advertising to UTV viewers in Northern Ireland.

It is the first time both companies have advertised on TV. ITV said attaining the high production value of the ads within budget was only made possible by using GenAI.

The GenAI creative production option via ITV’s inhouse ad team will be open to all new SME advertisers.