ITV has launched two new TV ads which have been created using Generative AI.
As part of an expanded commercial creative production service, ITV has used GenAI to try to make TV advertising more accessible to small businesses which would previously find it out of reach.
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.”
Dennis Niblock, owner of Sheepbridge Interiors, said: “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.”
An AI-created advert by Swansea-based travel company Travel House, which has branches across South Wales, launched on Monday to viewers in the ITV Wales region on ITV1 and ITVX. Newry-based Sheepbridge Interiors is also advertising to UTV viewers in Northern Ireland.
It is the first time both companies have advertised on TV. ITV said attaining the high production value of the ads within budget was only made possible by using GenAI.
The GenAI creative production option via ITV’s inhouse ad team will be open to all new SME advertisers.
Stephen Nuttall unveiled as new Chair of IBC’s Partnership Board
Stephen Nuttall has been appointed as the new Chair of IBC’s Partnership Board. Made up of representatives from each of the six partner organisations which own IBC (IABM, IEEE, IET, RTS, SCTE and SMPTE), the IBC Partnership Board provides the governance and strategic oversight of IBC.
Saleha Williams appointed CEO of IABM
Saleha Williams has been appointed as the Chief Executive Officer (CEO) of IABM.
Comcast sets leadership team for ‘SpinCo’ cable unit
US media and telco giant Comcast has unveiled the leadership team for SpinCo as it prepares to spin off its cable television portfolio later in the year.
Labour exploring ‘alternative funding options’ to BBC licence fee
UK Culture Secretary Lisa Nandy is reportedly considering scrapping the BBC licence fee at the end of the Corporation's current charter in December 2027.
BBC Director-General Tim Davie to head Creative Cities Convention speakers
BBC Director-General Tim Davie has been lined up as one of the key speakers at this year’s Creative Cities Convention, being held from May 7–8 in Bradford as part of its UK City of Culture 2025 celebrations.
