Channel 4 Sales is targeting “new-to-TV” brands with the launch of a service that allows SMEs to create AI-generated ads.

As part of its initiative to encourage SMEs to consider TV advertising, SMEs can now access Channel 4’s ‘Smart Ad Engine’ at no cost.

The service allows brands to generate TV ad creative within minutes based on their existing online footprint and social media presence.

From there, businesses can access a suite of paid-for options, including human-led creative development and assistance with Clearcast regulatory submission.

The new service is aimed at “unlocking opportunity for SMEs” and giving all businesses “the tools to compete with bigger enterprises,” according to Channel 4’s head of advertiser strategy, Sam Hicks.

“Backed by TV’s unrivalled reach and viewer trust, allied to AI-powered automation, Smart Ad Engine will enable all businesses to visualise impactful, compliant and responsible advertising,” he says.

The rollout of the feature follows the launch of Channel 4’s first AI-generated ad in July for production company Spirit Studios’ podcast, ‘The Good, the Bad and the Healthy.’

Titled ‘Dream Mart’, every detail in the 30-second ad, including the script, lighting and sound design, was crafted by Channel 4’s creative team and using AI as a collaborative tool.

ITV launches AI-generated ad service to make TV advertising more ‘accessible’ for SMEs

The move comes as both big tech companies and broadcasters roll out AI tools to try to sweeten the deal for advertisers.

ITV launched a similar tool in September last year, initially launching two AI-generated TV ads for small businesses.

Sheepbridge Interiors, a Northern Ireland-based furniture store, was the first to debut its gen AI-created ad, which launched on UTV in the region. Meanwhile, Travel House, a Swansea-based travel company with branches across South Wales, launched its ad on ITV1 and ITVX in the ITV Wales region.

The ads were developed using ITV Commercial’s established creative process but with the addition of licensed generative AI tools for image and video creation and ITV’s professional voice-over artists.

Meanwhile, Amazon recently announced the international expansion of its AI-powered video generator tool to advertisers in the UK.

The tool lets advertisers create “high-motion” videos from product images, existing videos or Amazon product detail pages.

Meta also announced plans earlier this year to help advertisers fully create and target campaigns using AI tools by the end of next year.