ITV is set to unveil two new ads that have been created entirely using generative AI, promoting a new, cost-effective route into TV advertising for small and medium enterprises (SMEs).
The two spots will form part of a new commercial creative production service developed by the broadcaster that will look to make TV advertising more accessible to smaller brands.
The campaign will illustrate how generative AI can enable businesses to produce their own TV ads at a fraction of the regular cost. ITV has also worked with System 1 to ensure that the format is not only cost-efficient, but effective.
“Too often the cost of making an ad is a barrier for brands looking to breakthrough and test TV,” ITV business development director, Jason Spencer said.
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“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.”
He continued: “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.”
Viewers in Wales will now see ads for Swansea-based travel company Travel House across the ITV network, whilst Northern Irish viewers will see spots for Newry-based Sheepbridge Interiors on UTV.
