In a bold move to make TV advertising more accessible to small and medium-sized enterprises (SMEs), ITV has announced the launch of two AI-generated TV advertisements as part of an ongoing initiative to lower the barriers for SMEs to explore the benefits of television advertising.
This effort is part of ITV’s expanded commercial creative production service, which aims to deliver high-quality adverts at an accessible cost for businesses new to TV advertising.
Pioneering Businesses Take Centre Stage
Two SMEs, Sheepbridge Interiors and Travel House, are the first to take advantage of ITV’s AI-powered advert creation service.
Sheepbridge Interiors, a Northern Ireland-based furniture store, was the first to debut its AI-generated ad, which aired on UTV in the region on 20 September. Shortly thereafter, on Monday 23 September, Travel House, a Swansea-based travel company with branches across South Wales, launched its ad on ITV1 and ITVX in the ITV Wales region.
Both companies are venturing into TV advertising for the first time, marking a significant milestone in their marketing efforts.
For Sheepbridge Interiors, this opportunity has been a turning point. The owner of the business expressed that it was a game changer to be one of the first brands to use this innovative service, noting that they once thought a TV ad of such high quality was far beyond their reach.
This sentiment highlights the potential for other SMEs to rethink their marketing strategies and consider TV advertising as a viable option.
AI-Driven Innovation in Creative Production
ITV’s new AI-driven creative production option is built on the broadcaster’s existing commercial production services, where ITV already produces over 1,000 ads per year for more than 200 new-to-TV brands.
By introducing generative AI into their process, ITV has been able to incorporate licensed AI tools for image and video creation while retaining their professional voice-over talent. This blend of human expertise and advanced technology has allowed ITV to maintain the high standards of their ads while significantly reducing production costs for clients.
The project is not only about reducing costs, though. ITV has collaborated with System1 to rigorously test the effectiveness of these AI-generated ads, ensuring that they deliver the same impact as traditional TV spots.
Moreover, both ads have been approved by Clearcast, the ad clearance service, which further validates the quality and compliance of these AI-generated campaigns.
A Pathway to Democratising TV Advertising
ITV’s business development director emphasised the importance of breaking down financial barriers for SMEs wishing to test TV advertising. By expanding their creative production services to include generative AI, ITV is effectively democratising the process, making TV advertising a more realistic and powerful tool for small businesses.
The director noted that ITV is always seeking better ways to help brands grow, and this new service is a key step toward fulfilling that mission.
Travel House’s marketing executive echoed this optimism, stating that they are excited to see their TV advert go live and confident that this innovative production approach will serve as a significant benefit and revenue driver for their business.
They also expressed their anticipation of the positive impact the ad will have on their company’s future success.
Conclusion
With the launch of these AI-generated ads, ITV is pioneering a new era in TV advertising by offering SMEs an affordable and accessible route into the world of television marketing.
For Sheepbridge Interiors and Travel House, this opportunity has already proven to be transformative, demonstrating the immense potential for businesses that previously viewed TV as an unattainable platform.
As ITV continues to innovate, their commitment to democratising TV advertising and fostering business growth is clear, making this an exciting time for SMEs ready to explore the power of television.
