Disney Preps July Launch of AI Ad Creation Tool for TV

Disney will launch a beta version of an AI tool that generates TV ads in July, a company executive said at a conference. The tool uses generative AI to write scripts and select music. It compiles video from Disney's content library to produce finished spots, the executive said.

The move is Disney's latest push into AI for its advertising business. The company holds a large share of the U.S. TV ad market through its ABC network, ESPN and cable channels. Ad revenue from traditional TV has faced pressure as viewers shift to streaming. Disney has been investing in technology to automate ad sales and placement.

The executive said the tool is designed to streamline ad creation for Disney's advertising clients. It could reduce the time and cost of producing TV spots, making it easier for smaller advertisers to buy Disney inventory. The beta will be available to a select group of advertisers first.

Disney has not announced a timeline for a broader rollout. The company has been testing other AI tools across its business, including for content production and customer service. The ad tool is one of several initiatives aimed at modernizing how Disney sells commercial time.

The beta launch is set for July.