ITV launches AI-generated TV ads to empower small businesses in advertising

ITV is set to launch two new TV commercials created using Generative AI as part of an expanded service aimed at encouraging small and medium-sized enterprises (SMEs) to explore TV advertising.

The first AI-generated advert, featuring Swansea-based Travel House, will debut on September 23rd for ITV Wales viewers on ITV1 and ITVX. Meanwhile, an advert for Newry-based Sheepbridge Interiors will air for UTV viewers in Northern Ireland starting September 20th. This marks the first time both companies have ventured into TV advertising, and the production quality of these ads was made feasible through the use of Generative AI, according to ITV.

These commercials were produced by enhancing ITV Commercial's standard creative process, utilizing licensed Generative AI image and video tools in combination with ITV’s voiceover artists. As with all television ads, both have received approval from ClearCast.

Jason Spencer, ITV Business Development Director, stated, “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. We are constantly innovating to find better ways to help brands grow. We are really pleased to be working with ambitious brands Travel House and Sheepbridge Interiors to launch this service. 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.”

Dennis Niblock, owner of Sheepbridge Interiors, remarked, “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.”

Katie Davies, Travel House Marketing Executive, expressed excitement about the ad's launch: “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.”

This initiative builds on ITV's existing creative production services, where its in-house team produces over 1,000 ads annually for more than 200 new-to-TV brands. The GenAI creative production option will be available to all new SME advertisers.

Additionally, Planet V, ITV’s self-serve addressable advertising platform, has attracted over 1,000 new-to-VoD advertisers since its launch.