Disney plans to launch a beta version of an AI-based TV ad creation tool in July, Business Insider reported on June 18 local time.
Adam Smith (애덤 스미스), Disney Entertainment and ESPN's chief product and technology officer, shared the timeline at an internal product meeting, Business Insider said.
Disney plans to offer the tool through its self-service ad platform.
The tool Disney is developing primarily targets small advertisers that do not have video materials. It will support advertisers in making connected TV ads using existing materials and customising them to fit viewers and context. Google, Meta and TikTok have already introduced AI ad creation tools.
Ashwin Navin (애쉬윈 나빈), chief executive of ad measurement service Samba TV, said the tool would allow advertisers without the budget to hire creative agencies to run ads on Disney platforms.
Alicia Weaver (알리시아 위버), a vice president at media agency Media Associates, said, "Because we have already seen what AI can do, far more verification is required now." She said, "Brands want to make sure they are represented properly."
Chi-gyu Hwang
delight@d-today.co.kr