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Connected TV (CTV) advertisers aren’t sold on generative AI just yet.
While some brands are experimenting with AI-powered creative and optimization tools, ad buyers remain wary of handing over full control of their media buys to algorithms—especially for high-profile, national campaigns.
At a roundtable chat at CTV Connect in New York City on Thursday, ad executives outlined where AI fits into their workflows and why skepticism among CTV buyers persists.
“Clients have different levels of comfort with AI,” said Harry Browne, VP of TV, audio, and display innovation at Tinuiti. “AI-generated banner ads don’t face the same pressure as a national broadcast CTV ad. When it’s the biggest screen in front of millions of people, it better look good.”
The hesitation largely comes down concern about public backlash to recent AI-generated ads and the risk that carries. Observers have been quick to criticize ads that felt overly synthetic or off-brand, sparking negative reactions on social media.
For example, Coca-Cola’s 2024 holiday campaign relied on gen AI to recreate a classic spot from the brand. Critics were quick to push back, saying that the ad lacked warmth and joy.
Ad buyers, meanwhile, worry about quality control, brand safety, and consumer perception—especially on premium inventory. Unlike display ads, where minor imperfections may go unnoticed, CTV ads are highly visible and scrutinized, making brands less willing to experiment with fully AI-generated creative.
These unknowns mean that 80% the world’s biggest brands, with a combined annual marketing spend of $102 billion, are concerned about how their agencies use gen AI, according to 2024 research by the World Federation of Advertisers.
“Given the skepticism among consumers, using generative AI for fully AI-generated TV ads is something we wouldn’t try—or even propose to a client,” said Browne.
While walled garden media buying tools from companies like Google and Meta have paved the way for AI-driven optimization in digital and display ads, CTV remains a different beast. Gen AI—given its propensity to hallucinate—is still not fully equipped to provide the strategic oversight needed to manage large-scale media buys, making full automation a risky bet.