Universal Ads, Backed by Comcast, Launches AI-Powered Video Generator
Universal Ads, a Comcast-owned advertising platform designed to make television as easy to buy as social media, has launched a new AI-powered video generator that lets advertisers produce broadcast-ready commercials in minutes. The move underscores Comcast’s broader strategy to invest in and modernize the adtech stack, making premium TV advertising accessible to businesses of all sizes.
The new creative tool, currently in beta, was developed in partnership with Creatify, an AI platform specializing in generative video. Creatify recently received investment from Comcast Ventures, tying the announcement directly to Comcast’s multi-pronged approach to accelerating innovation in advertising: building solutions within Universal Ads while strategically investing in startups like Creatify that enhance those solutions.
“Creatify’s mission is to level the playing field for every business. By powering Universal Ads, we’re giving marketers the ability to create broadcast-quality commercials in minutes, without the traditional costs or production hurdles,” Ben Pashman, Head of Business Development at Creatify, told StreetFight. “With Creatify powering Universal Ads, a website or a few images is all it takes to instantly generate a professional TV-ready ad.”
Making TV as Easy as Social
Since its debut in January, Universal Ads has been focused on eliminating the barriers that keep small and mid-sized advertisers off television. The platform already lets marketers buy and measure premium TV inventory with the ease of digital ad buying. With the addition of a native AI creative feature, Universal Ads is now positioning itself as a true one-stop-shop—from campaign creation to distribution.
“We often hear companies say they want to be on TV but don’t have commercials ready to air or the budget to make one,” said James Borow, Vice President of Product and Engineering at Universal Ads, in conversation with StreetFight. “Having a native creative feature in platform immediately resolves that concern for brands and makes the Universal Ads platform a one-stop-shop for advertisers from campaign creation to delivery and measurement.”
Key Features of the AI-Powered Video Generator
- Instant Creative Production: Generate high-quality, TV-ready spots in minutes.
- Multi-Audience Targeting: Build tailored creative for multiple audience segments within one campaign.
- Customizable Scripts: Choose from AI-generated scripts with tones like motivational, casual, or engaging.
- Automated Asset Capture: Pull imagery, product shots, and messaging directly from brand websites.
Why This Matters
By combining Universal Ads’ buying power with Creatify’s AI engine—and reinforcing both through Comcast Ventures’ investment strategy—Comcast is signaling its intent to transform the economics of TV. What once took weeks and tens of thousands of dollars in production can now be achieved in minutes, opening the door for advertisers who never considered television before.
The launch also aligns with Comcast’s broader role as a media and technology company that connects businesses to high-quality, brand-safe content. Universal Ads already provides access to inventory from 16 top publishers, including NBCUniversal, Paramount, Roku, Warner Bros. Discovery, Fox, and TelevisaUnivision, with more to follow.
Expanding TV’s Reach
For agencies and brands, this could mark a turning point. Agencies can integrate TV into omnichannel campaigns without the steep costs that previously made it prohibitive, while brands can test and optimize TV placements with the agility they’re accustomed to in digital media.
By embedding Creatify’s AI capabilities directly into the Universal Ads platform, Comcast is doing more than modernizing ad creation. It’s rethinking how television advertising fits into the broader marketing mix.
Looking ahead, the launch reflects a broader shift in the ad ecosystem: as connected TV (CTV) becomes a mainstream channel, the ability to create, buy, and measure video ads quickly will be table stakes. The real differentiator will be which platforms can balance accessibility with quality—delivering campaigns that not only reach audiences but resonate with them. Universal Ads’ move suggests that generative AI could be one of the defining forces in shaping that future.
We invite you to join us and meet Creatify’s Ben Pashman (as well as leaders from companies like TikTok and Fat Brands) at Street Fight LIVE 2025 , September 30th in Los Angeles. Let’s challenge the broader marketing mix together!
