Comcast is a massive company, but it feels like they’ve been moving faster than many in adtech over the past year. Case in point: yesterday, Comcast Advertising announced a new AI-powered creative offering that, according to the company, “gives brands an easy way to build TV-grade ads to reach audiences across the premium TV ecosystem.”
The technology is powered by a partnership with AI video creation platform Waymark, and the goal is clear—cut the time and cost required to produce high-quality, TV-ready ads. The offering lives within Comcast’s newly-launched Media Solutions division.
Why This Matters:
Comcast—alongside everyone, from Roku on down—is leaning into the idea of democratizing TV advertising. In a down economy, performance marketers are under pressure to reduce costs while still delivering impact. AI creative tools could be a lifeline, especially for TV advertising, as it unlocks premium ad formats for small and mid-sized businesses (SMBs) that couldn’t afford them before.
The Waymark-backed platform is designed for simplicity: “By simply entering the brand’s website,” the release explains, “the platform will scan the web and generate a commercial that can be adjusted in a variety of ways, including messaging, graphics, voiceover styles, and even language.”
Though Comcast hasn’t disclosed how long the tool has been live—only calling it a “short time”—the company says thousands of ads have already been created.
Experts React:
To underscore the accessibility angle, the announcement quotes small businesses including a roofing company in Arkansas and a fence, deck, and patio contractor.
“The process was insanely easy, and the finished product was better than anything I could have done. The ad that the AI tool put together was great at drawing your attention without going overboard,” says Melissa Cowan, Head of Marketing and Advertising at Metal Roofing Supply in Little Rock, Arkansas.
“At MD Contractors, Fences, Decks & Patios, our mission is to build the outdoor oasis of your dreams,” say owners Jairo and Josselin at MD Contractors, Fences, Decks & Patios LLC. “Being able to illustrate what we can offer clients is crucial to our business, so being able to easily build TV ads with Comcast has been a gamechanger for us.”
Our Take
2025 is shaping up to be the year SMBs truly scale into TV. Or at least that’s what all these moves are meant to do. For all the criticism AI receives, this is a clear and meaningful use case—helping smaller brands break into premium formats like TV (we are also seeing this in streaming audio). Tools like Comcast’s new offering represent a genuine shift in who gets to play—and win—on the biggest screen.
