BURBANK, Calif. – Disney has begun a closed beta of an artificial intelligence-assisted tool that can turn a company’s existing brand materials into video advertising for connected television.
Disney Ad Creative Studio is being tested with a select group of advertisers inside Disney Campaign Manager. The company said the initial program is aimed in part at small and midsize businesses that may not have the budget or production resources traditionally required for connected-TV campaigns.
The system brings multiple AI models into one workflow. Advertisers can provide logos, product images, brand guidelines and previously approved creative assets, then use the tool to generate video ads and variations for different audiences, locations, content environments and campaign goals.
The platform also includes approvals and campaign preparation, allowing creative development and activation to take place in the same system. Disney said larger brands and agencies could use the tool to adapt and scale existing work, not only to create first-time television advertising.
Disney has framed the product as an acceleration tool rather than an autonomous creative department. The company said human strategy, creative judgment and oversight remain part of the process. It also said safeguards are intended to protect intellectual property, image, voice and likeness, alongside advertiser controls and compliance requirements.
The company has not identified the beta advertisers, the individual models used in the system or a date for broader access. The testing period will give Disney information about how the workflow performs with real brand assets and approval processes before a wider launch.
Streaming services have been building self-service and programmatic advertising tools as they seek a broader base of buyers. Video production remains one of the costliest and slowest parts of entering connected TV, particularly for companies accustomed to search, social and display advertising.
If the system performs as described, generative tools could reduce that barrier and expand the number of advertisers able to buy Disney streaming inventory. The tradeoff is a larger governance burden: Brands and platforms will need reliable records of which assets were approved, how variations were produced and whether synthetic voices, people or protected characters were used.
That makes Disney’s beta more than an advertising-product test. It is also an early test of whether entertainment companies can scale AI-assisted creative production while maintaining the brand and rights controls that premium media requires.