ITV has broadcast its first advert created using generative artificial intelligence (GenAI), with a second due to air tonight.
On Friday, UTV viewers in Northern Ireland saw an advert for Newry-based Sheepbridge Interiors which was created using the technology.
Tonight (Monday), it will be followed by an AI-created advert by Swansea-based travel company Travel House, which will be shown to viewers in the ITV Wales region on ITV1 and ITVX.
Both ads were created by augmenting ITV Commercial’s normal creative process, using licenced Generative AI images and video tools alongside ITV’s voice-over artists, said the company.
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.”
