ITV is set to revolutionise television advertising with the launch of two new commercials created using Generative AI. This groundbreaking initiative aims to make TV advertising more accessible and cost-effective for smaller businesses.
According to Jason Spencer, ITV’s Business Development Director based in MediaCity, the high cost of creating television advertisements has often been a prohibitive factor for brands attempting to break into the TV market. By incorporating Generative AI into their existing creative production services, ITV aims to democratise TV advertising, making it a viable option for a wider range of businesses.
The debut AI-generated advertisements have been produced for Travel House, a travel company, and Sheepbridge Interiors. These commercials, which will air on ITV Wales and UTV respectively, utilise licensed Generative AI images and video tools, complemented by ITV’s voice-over artists. Both ads have successfully passed the ClearCast approval process.
Spencer elaborated that while traditional creative talents in the advertising industry are irreplaceable, introducing Generative AI allows for the creation of high-quality advertisements at a more accessible cost, particularly for small and medium-sized enterprises. This move is part of ITV’s ongoing efforts to find innovative solutions to help brands grow.
Katie Davies, Marketing Executive at Travel House, expressed her enthusiasm for the new advertising approach. She stated, “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 by ITV highlights the potential of Generative AI to transform the advertising landscape, offering smaller businesses the opportunity to leverage television advertising without the associated high costs. By continuing to innovate, ITV is helping to democratise the advertising space, making it more inclusive and accessible.