ITV To Launch New TV Ads

ITV is to launch two new TV ads which have been created using Generative AI.

As part of an expanded commercial creative production service to encourage SMEs to consider TV advertising, ITV has worked with new-to-TV brands to make advertising more accessible to small businesses for whom it would previously have been out of reach, through the use of GenAI.

An AI-created advert by Swansea-based travel company Travel House, which has branches across South Wales, will launch on Monday to viewers in the ITV Wales region on ITV1 and ITVX. UTV viewers in Northern Ireland will see an advert for Newry-based Sheepbridge Interiors from today. It is the first time both companies have advertised on TV and attaining the high production value of the ads within budget was only made possible by using GenAI.

The ads have been created by augmenting ITV Commercial’s normal creative process, using licenced Generative AI image and video tools alongside ITV’s voice-over artists.

As with all TV advertising, both ads have been approved through ClearCast. GenAI Creative production is enabling ITV to make not just affordable ads for new to TV advertisers, but also highly effective ones, which compare very favourably to other ads in their category. System1 have worked with ITV to test the ads’ effectiveness.

Jason Spencer, ITV Business Development Director said: "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."

www.itv.com