ITV is launching two new television commercials, which have been created using Generative AI.
The broadcaster hopes the move will make television advertising more accessible to smaller businesses.
“Too often the cost of making an ad is a barrier for brands looking to breakthrough and test TV,” explained Jason Spencer, ITV’s MediaCity-based Business Development Director.
“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. We are constantly innovating to find better ways to help brands grow.”
The debut AI ads have been made for travel company Travel House, which will launch on Monday to viewers in the ITV Wales region; and Sheepbridge Interiors, which will broadcast on UTV.
ITV added that the commercials have been created by using licensed Generative AI images and video tools alongside ITV’s voice over artists. They have both been approved through ClearCast.
“While nothing can beat the creativity of the talent involved in the advertising industry, by introducing a GenAI option for SMEs we’re able to create high quality ads for an accessible cost,” continued Spencer.
Katie Davies, Travel House Marketing Executive, added:
“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.”
