Channel 4 has announced the release of Smart Ad Engine, a GenAI-powered tool which helps small and medium-sized enterprises (SMEs) generate their own TV ads.
The tool allows enterprises to generate ad content based on their existing content across digital and social media platforms for free.
Businesses can then access a range of paid-for features from Channel 4 Sales which assist with end-to-end campaign management and creative development. The services ensure the content is human-led and compliant with the UK Code of Broadcast Advertising (BCAP Code).
The Smart Ad Engine will centre in on ‘new-to-tv’ brands – giving these new brands opportunities to advance their creative production.
“Smart Ad Engine is about unlocking opportunity for SMEs, giving all businesses the tools to compete with bigger enterprises.” said Sam Hicks, Head of Advertiser Strategy, Channel 4. “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.”
Channel 4 & AI Ad Generation
Channel 4 is no stranger to using AI for unique television approaches. In October, the broadcaster debuted the UK’s first TV presenter fully generated by AI.
The presenter, which was part of a Channel 4 programme called Will AI Take My Job? was created by video production service Kalel Productions.
The broadcaster also announced collaborations with AI startups Streamr.ai and Telana to help SMBs create TV-ready ads, with options for businesses to utilise the power of Channel 4’s own creative teams alongside the technology. Channel 4’s own Smart Ad Engine appears as a development of this.
Channel 4’s editorial guidelines ensure the company discloses whenever AI is used. The company shared that an AI presenter is not something that would occur regularly, but demonstrates the capabilities of AI in the media industry.
