ITV to premier ads created by generative AI

ITV is set to launch two AI-generated TV ads for small businesses as part of its initiative to encourage SMEs to consider TV advertising.

As part of an expanded commercial creative production service, ITV is working with new-to-TV brands to remove some of the barriers to entry by creating what it describes as “high-quality” ads for an “accessible cost”.

“Too often the cost of making an ad is a barrier for brands looking to breakthrough and test TV,” explains ITV’s business development director Jason Spencer.

Sheepbridge Interiors, a Northern Ireland-based furniture store, is the first to debut its gen AI-created ad, which launches on UTV in the region today (20 September).

On Monday (23 September), Travel House, a Swansea-based travel company with branches across South Wales, will launch its ad on ITV1 and ITVX in the ITV Wales region.

It is the first time both companies have advertised on TV. Sheepbridge Interiors owner Dennis Niblock says it’s been a “game changer” to be one of the first brands to use the service.

“We thought a TV ad of this quality was far out of our reach,” he says.

The ads were developed using ITV Commercial’s established creative process but with the addition of licensed generative AI tools for image and video creation and ITV’s professional voice-over artists.

The project builds on the creative production services ITV currently offers, where its in-house team makes over 1,000 ads a year for more than 200 new-to-TV brands.

The gen AI creative production option will be open to all new SME advertisers.

“By expanding our existing creative production services to include making ads with gen AI, we can democratise this further, and make the power of TV advertising accessible to all. We are constantly innovating to find better ways to help brands grow,” says Spencer.

ITV says it worked with System1 to test the ads’ effectiveness, and both have been approved by ad clearance service Clearcast.

Travel House marketing executive, Katie Davies says: “We are excited to see our TV advert go live and are confident this innovative production approach will be a significant benefit and revenue driver for Travel House. We look forward to seeing the positive impact it brings to our business.” Marketing Week