Last month, ITV launched two ads that were created primarily with the use of generative AI.

Made for new-to-TV small businesses Travel House and Sheepbridge Interiors, the spots feature AI-generated imagery and were created by augmenting ITV Commercial’s normal creative process by using licensed generative-AI image and video tools alongside ITV’s in-house voiceover artists.

The result received a lot of attention. ITV has billed the project as a way to democratise advertising on TV for small and medium-sized businesses that otherwise would not be able to afford high-quality creative production. But consumers and industry leaders have questioned the effectiveness of the ads and how the creative industry might be impacted by the new technology.

Jason Spencer is business development director at ITV and Alan Hall is creative production lead at ITV.

Both had a direct hand in the creation of these AI ads. They joined Jack Benjamin to discuss the creative process using AI and why they believe AI tools have a lot to offer for new-to-TV advertisers.

Highlights:

2:06: Why did ITV begin developing ads using generative AI?

4:35: How AI ads could democratise TV advertising

10:30: How effective are these ads?

16:57: Best practice for using AI to develop creative

20:56: AI versus humans

23:53: Copyright implications

Related articles:

The future of TV ads? ITV creates two spots with generative AI

Small business, big picture: What ITV’s gen-AI play tells us about thinking local

Stories that mattered this week: Origin launches – now what?

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Thanks to our production partners Trisonic for editing this episode.

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