AI TV commercials: TV advertising with AI

An AI TV commercial is TV advertising whose images are created with AI, but with the direction, dramatic structure and sound of a traditional production. I handle the concept, production, voice-over, music and mix to EBU R128, and deliver a broadcast-ready commercial to the technical specifications of your broadcaster or media sales house.

What a TV commercial needs that an online commercial does not

A commercial that works online will not necessarily work on television. The viewing situation is different: a large screen, often several people in the room, the sound on, but attention divided. Anyone producing for TV needs to take these conditions into account from the start.

The big screen

On a smartphone, the eye is forgiving. On a large TV, every rough edge, every flickering texture and every hand with the wrong number of fingers is visible. AI images for TV therefore need greater care in selection, post-production and colour grading. I check every shot on a large screen, not just on a laptop.

Sound without subtitles

On television, sound carries the message. Subtitles, which are a given on social media, play little part here. The voice-over, music and sound design need to make the commercial understandable even when someone is not looking at the screen. That is why I plan the sound in the script, rather than leaving it until the final step.

The brand in the first few seconds

Advertising breaks are crowded. A brand that only appears at the end risks losing viewers who have already picked up their phones. Good TV commercials establish the brand or product early without feeling clumsy, then bring it back at the end. That is a matter of dramatic structure, not logo size.

Broadcast-ready delivery

A TV commercial is not finished until it has been accepted by the broadcaster. Every broadcaster and media sales house has its own technical specifications for picture format, file format, sound and delivery. I confirm these requirements with you or your media agency before production and deliver the commercial exactly as requested. This helps avoid rejected files just before the air date.

• Confirming technical specifications with the broadcaster, media sales house or media agency
• Picture and sound prepared to those specifications
• Checks before delivery
• Clear naming and handover of all versions

Sound mixing to EBU R128

In Germany, EBU R128 is the standard for loudness on television. The recommendation ensures that advertising does not sound louder than the programme around it. For you, this means that a commercial mixed simply to be loud may be adjusted or rejected by the broadcaster. I mix TV commercials to EBU R128 from the outset, so the voice-over, music and effects sound powerful and clear even at compliant loudness.

A good TV mix is not about volume, but balance. The voice needs to sit above the music without making the music disappear. Effects need to have an impact without covering the message.

Versions for TV, connected TV and online

Today, TV advertising rarely runs only on linear television. The same commercial is distributed via connected TV, streaming platforms, catch-up services and online. Each route has its own requirements for files and sound, and sometimes for length too.

I produce all versions from one production. The TV master is the foundation, and versions for the other channels are made from it. This saves effort and keeps the look of your campaign consistent.

Labelling AI in a TV commercial

In certain cases, the EU AI Act requires content generated or altered with AI to be recognisable as such. For TV commercials, I clarify with you whether and how labelling is needed, and implement it appropriately for the commercial. Individual broadcasters or media sales houses may also have their own requirements.

Why have a director for AI TV advertising?

Television is the medium in which advertising is scrutinised most closely. An AI commercial that looks like a software demo can do a brand more harm than good. My background is in traditional film and advertising production, and I treat an AI commercial like a shoot: with a script, storyboard, visual language, editing and sound. AI is the tool; I am responsible for the result.

I explain how a commercial is made, which lengths are common and how variations work on the AI commercial production page. If your commercial is also going to the big screen, read about AI cinema advertising. For a natural-sounding voice in your TV commercial, see AI voice-over. You can find an overview of all services on the AI video production page.

Common mistakes with AI TV commercials

Many AI commercials that perform well online fail on television in the same ways. Knowing what to look for makes it possible to avoid these problems from the outset:

• Mixed too loud: The broadcaster adjusts the loudness, and the commercial suddenly sounds flat.
• Message only in the text: Viewers who are not looking miss the message because the sound does not carry the story.
• Unsteady images: Flicker and artefacts that no one notices on a phone are immediately obvious on the big screen.
• Brand appears too late: The logo only appears in the final second, when many viewers have already looked away.
• Wrong file format: The commercial is returned shortly before the air date because it does not meet the specifications.

Every one of these mistakes costs time, money or impact. That is why I plan sound, image quality, branding and delivery into the script, rather than leaving them until just before delivery. That way, your commercial runs on the planned date and has the intended effect.

Producing an AI TV commercial: what belongs in the brief

When commissioning AI TV commercial production, broadcaster specifications should not become an afterthought once editing is finished. The brief should identify the broadcaster or media sales house, air date, commercial length and current media plan. It should also establish whether streaming or connected TV versions are needed. Picture, sound and delivery can then be planned around the real placement rather than a generic export.

An AI television advert needs to communicate through sound as well as images. The product name, voice-over and music are planned together with the picture. Mixing to EBU R128 is part of preparation, but it does not replace the broadcaster’s individual technical requirements. Multilingual versions need pronunciation and timing checks; an established brand voice may call for a human performer. Explore AI commercial production, directed AI voice-over and the broader AI video production workflow.

How it works

1. Briefing and media plan: We clarify the objective, target audience, broadcaster, other distribution channels and air date.
2. Technical specifications: I obtain the requirements from the broadcaster or media sales house before production begins.
3. Script and storyboard: We plan the idea, dramatic structure and sound together, establishing the brand early.
4. Production: Images created with AI, live-action filming or a hybrid approach, checked on a large screen.
5. Voice-over, music and mix: Sound mixed to EBU R128, with your approval.
6. Versions: TV master, connected TV and online versions from one production.
7. Delivery: Broadcast-ready, with labelling where required.

What does it cost?

The price of an AI TV commercial depends on several factors:

• Commercial length and number of versions
• Number of distribution channels and their technical specifications
• AI-only production or a combination with live-action filming
• Voice-over, languages and music
• Coordination required with the broadcaster, media sales house or agency
• Usage rights and duration

Talk to me about your project. You will then receive a fixed proposal.