For years, TV advertising has carried a reputation for being expensive, complex, and out of reach for smaller brands. Universal Ads wants to change that. The company today unveiled a new AI-powered video creation tool, now in beta, that lets advertisers build polished, TV-ready commercials in just minutes—no production crews, no existing footage, no six-figure budgets.
The feature is the latest step in Universal Ads’ mission to make television advertising as simple and accessible as running a Facebook campaign. Since its launch in January, the platform has focused on democratizing premium video. With the new creative tool, even small businesses can upload marketing assets or website content, refine messaging, and spin up a ready-to-air 15-second spot.
“We often hear companies say they want to be on TV but don’t have commercials ready to air or the budget to make one,” said James Borow, VP of Product and Engineering at Universal Ads. “Having a native creative feature in-platform immediately resolves that concern and makes Universal Ads a one-stop shop from campaign creation to delivery and measurement.”
How It Works
The AI-powered video generator was built in partnership with Creatify, a startup specializing in AI-driven video ads and backed by Comcast Ventures. The tool pulls in brand assets directly from a website and combines them with customizable AI-generated scripts and visual templates. Advertisers can choose tones like “motivational,” “casual,” or “engaging” to match their voice.
Key features include:
- Instant Creative Production: Generate high-quality, campaign-ready TV ads in minutes.
- Multi-Audience Targeting: Tailor creative for multiple audience segments within a single campaign.
- Customizable AI Scripts: Edit from a library of pre-built generative AI scripts.
- Automated Asset Capture: Import logos, product images, and copy directly from brand websites.
This is not just a creative shortcut; it’s an entry point into premium TV inventory. Ads produced with the tool can run across programming from 16 major publishers, including NBCUniversal, Paramount, Roku, Warner Bros., and Fox Corporation.
Industry Implications
The launch reflects a broader trend: generative AI is lowering the barriers to entry in advertising. Platforms like Canva and Meta already brought AI-driven creative tools to digital and social ads. Universal Ads is betting TV is the next frontier.
For agencies, the shift could mean less reliance on production houses for smaller campaigns. For SMBs, it opens a door to a medium once dominated by global brands with deep pockets. And for publishers, it potentially increases demand for inventory by making it easier for more advertisers to participate.
The company is also hedging with flexibility. Its TV Business Partners Program allows brands to plug in their own preferred creative shops, ensuring the platform doesn’t alienate agencies that already have relationships in place.
Why It Matters
TV advertising remains one of the most powerful branding channels, but as linear declines and streaming rises, the market is demanding tools that match the speed and efficiency of digital. By integrating generative AI into the ad creation process, Universal Ads is positioning itself as a bridge between the old world of big-budget TV campaigns and the new world of agile, AI-enabled creative workflows.
The AI tool is rolling out this month to select advertisers in beta, but the implications are already clear: TV ads are no longer the exclusive playground of Madison Avenue giants.
