Traditional television has already started using ads with AI. And this is just the beginning

In 2025, several artificial intelligence (AI) powered advertising platforms have emerged to facilitate the creation of ads for connected television (CTV), including Comcast’s Universal Ads and QuickFrame AI. These tools allow brands to produce and acquire ads more efficiently, diversifying the landscape of television advertising, which has traditionally been dominated by large advertisers.

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Spending on CTV advertising is projected to reach nearly $46 billion by 2028, surpassing spending on linear television, according to estimates from eMarketer. Mark Douglas, CEO of Mntn, mentioned that “CTV is now the fastest-growing segment in all of advertising, and shows no signs of slowing down.” However, the industry faces a significant challenge: despite the increase in CTV spending, it remains under-monetized, as much of the investment comes from a small number of large brands.

Universal Ads, officially launched in January of this year, allows brands not only to create their own ads but also to purchase them through an extensive network of partners, which includes platforms like Roku and Warner Bros. Discovery. This platform features an AI-powered video generator designed to help advertisers, especially small and medium-sized enterprises (SMEs), overcome the barriers they face in accessing premium advertising spaces.

On the other hand, QuickFrame AI promises to generate ready-to-use ads in just 12 minutes, which could facilitate the entry of SMEs into the world of television advertising. However, some analysts warn that this strategy could result in the cannibalization of spending that previously went to local television stations, suggesting that potential revenue does not necessarily translate into new money for the sector, as indicated by Brian Wieser of Madison and Wall.