TLDR: ITV has launched ‘ITV GenAI Ads Manager,’ a new generative AI platform powered by Streamr.ai, to enable Small and Medium-sized Enterprises (SMEs) to create broadcast-quality television advertisements quickly and affordably. The platform integrates UK broadcast compliance standards and aims to remove traditional barriers to TV advertising for smaller businesses.
London, UK – In a significant move to broaden access to television advertising, UK broadcaster ITV announced on October 9, 2025, the launch of its new generative AI-powered ad production service, ‘ITV GenAI Ads Manager’. This innovative platform is designed to empower Small and Medium-sized Enterprises (SMEs) by streamlining the creation of high-quality, broadcast-ready commercials, thereby removing the perceived barriers of cost and complexity traditionally associated with TV advertising.
The ‘ITV GenAI Ads Manager’ is powered by Streamr.ai, a generative AI creative specialist recently acquired by Magnite. The technology leverages existing brand assets from a company’s websites and social media pages to automatically generate commercials. This process is complemented by creative input from ITV Commercial’s in-house production teams, ensuring that the output meets professional standards.
One of the platform’s key features is its integrated compliance framework. The UK Code of Broadcast Advertising (BCAP Code) has been built directly into the ad creation and feedback process. All advertisements produced through the ‘ITV GenAI Ads Manager’ will require ClearCast clearance before airing, guaranteeing adherence to regulatory standards.
Jonathan Moffie, Head of Agentic Product at Magnite, emphasized the platform’s mission: “Streamr.ai is built to remove barriers and make high-quality video production accessible to every business. Partnering with ITV to launch the GenAI Ads Manager brings that vision to life on the UK’s biggest stage.”
This initiative is a core component of ITV’s broader commercial innovation strategy, which focuses on simplifying and scaling access to television advertising for smaller brands through AI-driven tools and self-serve creative services. The broadcaster aims to attract new advertisers, building on its existing creative production services that already deliver over 1,000 ads annually for more than 200 new-to-TV brands.
The introduction of generative AI video production capabilities just last month significantly enhances the platform’s offerings. Streamr’s technology integrates with third-party AI models, including Google’s Veo 3, ensuring continuous improvement in its creative capabilities as underlying AI models advance.
Early campaigns have demonstrated the effectiveness and affordability of the new service. In September 2024, ITV facilitated the first-ever TV ads for two SMEs, Travel House (a Swansea-based travel company) and Sheepbridge Interiors (a furniture store in Northern Ireland), using GenAI creative tools. These ads were produced at a fixed cost of just £1,000, with development taking under 10 hours, making TV advertising significantly more accessible. Dennis Niblock, owner of Sheepbridge Interiors, remarked, “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.”
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Research firm System1 collaborated with ITV to test the effectiveness of these AI-generated ads, which not only passed Clearcast’s rigorous standards but also ranked in the top 20% of UK advertisements for overall effectiveness. This success underscores the potential of AI to deliver impactful advertising solutions for businesses of all sizes, contributing to ITV’s efforts to bolster ad revenues in a competitive media landscape.
