ITV is breaking new ground in TV advertising by launching two commercials created entirely using Generative AI (GenAI), marking a major step towards making television advertising more accessible to small and medium enterprises (SMEs). The two ads, which promote Swansea-based Travel House and Newry-based Sheepbridge Interiors, will air across the ITV Wales region and UTV in Northern Ireland, respectively.
These adverts are part of ITV’s new commercial creative production service aimed at helping SMEs overcome the traditional barriers of cost associated with TV advertising. By integrating GenAI into its creative process, ITV has managed to offer high-quality, cost-effective adverts that can compete with traditional campaigns, bringing TV advertising within reach for businesses who might have previously considered it unattainable.
GenAI: A Game Changer for SMEs
Using GenAI, ITV has been able to significantly reduce the costs of producing TV adverts, enabling companies like Travel House and Sheepbridge Interiors to create and broadcast their first-ever TV campaigns. The AI technology works alongside ITV’s voice-over artists, augmenting the usual creative process with licensed AI tools to generate the visuals and videos required for the ads. Both campaigns have been approved by ClearCast, ensuring they meet industry standards.
Jason Spencer, ITV’s Business Development Director, highlighted the importance of this innovation: “Too often the cost of making an ad is a barrier for brands looking to break through and test TV. By expanding our creative production services to include GenAI, we can further democratise TV advertising and make it accessible to all. We are constantly innovating to find better ways to help brands grow.”
Innovative Partnerships with SMEs
The first two adverts in the initiative showcase the versatility and effectiveness of AI-assisted production. Travel House, a travel company with branches across South Wales, and Sheepbridge Interiors, a furniture retailer in Northern Ireland, were the first businesses to use the service. Their adverts demonstrate how AI can help deliver high production value within tight budgets, providing them with a unique opportunity to reach a broader audience.
Katie Davies, Marketing Executive at Travel House, expressed excitement about the campaign: “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.”
Dennis Niblock, owner of Sheepbridge Interiors, echoed similar sentiments: “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.”
A Broader Vision for the Future of TV Advertising
ITV’s move to integrate AI into its creative production services is part of a broader strategy to attract new brands to TV advertising. By offering an affordable route into television campaigns, ITV hopes to encourage more SMEs to take advantage of the unique reach and influence that TV advertising provides. The broadcaster’s in-house creative team already produces over 1,000 ads a year for more than 200 new-to-TV brands, and the addition of GenAI opens the door for even more companies to join the ranks.
This latest development builds on ITV’s growing support for small businesses, with their self-serve addressable advertising platform, Planet V, already attracting over 1,000 new-to-VOD (video on demand) advertisers since its launch.
“We are really pleased to be working with ambitious brands like Travel House and Sheepbridge Interiors to launch this service,” Spencer added. “While nothing can beat the creativity of the talent involved in the advertising industry, introducing a GenAI option for SMEs allows us to create high-quality ads at an accessible cost.”
Looking Ahead
The use of AI technology in TV advertising marks a new era for the industry, opening doors for smaller businesses to tap into one of the most powerful advertising mediums. With its focus on innovation and accessibility, ITV is set to continue breaking down barriers and supporting the growth of businesses across the UK and Europe.
For those interested in exploring TV advertising with ITV, the broadcaster will be attending The National Franchise Exhibition in Birmingham on 4-5 October, where they will showcase their GenAI creative production services at Booth T40.
The Travel House ad can be viewed here and Sheepbridge Interiors here
