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Disney to Test AI Tool for Creating TV Ads in July
Disney will begin testing an AI system that generates scripts, video, and music for television commercials next month. The tool targets small and medium advertisers without existing video assets.
Jun 17, 5:12 PM·1m read1 source
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Disney plans to roll out a beta version of a tool for AI-generated TV ads in July. The system will let advertisers create scripts, video, and music in one workflow. Adam Smith, chief product and technology officer for Disney Entertainment and ESPN, shared the July timing with employees during a product meeting last week.
Business Insider obtained an audio recording of that meeting. " He said the tool is aimed at small- and medium-sized advertisers that lack video assets. "You can think of this as everything from creation of scripts, video, and music, all that is in a single orchestrated workflow," Smith said.
The company first announced the tool in January during a CES presentation. It will eventually be offered through Disney's self-service ad platform.
Ashwin Navin, CEO of Samba TV, said the tool could open Disney to advertisers with smaller budgets who cannot afford a creative agency to produce a 30-second spot. Alicia Weaver, vice president of media activation at Mediassociates, has begun discussing the tool with clients. She said it could help brands customize connected-TV ads for different audiences more quickly.
Weaver said clients are seeking details on quality-control measures before using the tool. She plans to ask Disney about quality-control measures before recommending the product.
