The collaboration between a Welsh agency and ITV marks a significant shift in advertising methods, using generative AI to cut costs and increase accessibility.
- Travel House and ITV have created a groundbreaking TV advert using generative artificial intelligence (AI).
- The advert is targeted at viewers in the ITV Wales region, promoting Travel House’s presence in South Wales.
- This initiative aims to offer high-quality advertising at a reduced expense, utilising ITV’s expanded GenAI creative services.
- Jason Spencer of ITV remarks on making TV advertising accessible to small businesses through innovative technology.
Travel House, a Welsh agency, in collaboration with ITV, has produced its inaugural television advert utilising the capabilities of generative artificial intelligence (AI). This venture is specifically designed for the local audience of ITV1 and ITVX within the ITV Wales region, with a strategic aim to bolster Travel House’s footprint across South Wales. By harnessing the power of AI, this initiative marks a significant step towards more innovative advertising solutions.
In an effort to bring about cost-effective advertising with exceptional production quality, Travel House partnered with ITV’s newly expanded commercial creative production service, which incorporates GenAI technology. This partnership has been lauded for enabling small businesses to engage in television advertising, which traditionally has been cost-prohibitive. Travel House marketing executive, Katie Davies, asserts the importance of this new approach, expressing optimism about its potential to drive substantial business growth.
The decision to integrate licensed generative AI image and video tools, along with voiceover contributions from ITV artists, was pivotal in achieving the desired production values within a constrained budget. As highlighted by Jason Spencer, ITV’s business development director, the prohibitive cost barriers that businesses often face when aiming to increase their television presence are effectively diminished through such technological advancements.
Through this innovative production process, ITV has expanded its creative horizons, enabling brands like Travel House to achieve visibility on television without the typical financial burdens. Spencer emphasized ITV’s commitment to continually finding enhanced methods to aid brand growth, ensuring the production of high-quality advertisements remains accessible.
The collaboration between Travel House and ITV exemplifies a forward-thinking approach to advertising, leveraging AI to foster growth in a competitive market.
