Who makes AI TV commercials? The studios, the directors, the tools, and what each one is for.
Bias disclosure: we run Pinprick, an AI ad studio whose spots aired at every Monday Night Football game last season, and we are on this list. Everyone else here is described from public reporting, with the source linked on each entry and the date we checked it.
Two years ago the answer was "nobody, yet." In 2026 an AI-generated commercial has aired in the Super Bowl, the NBA Finals, Coca-Cola's holiday campaign, and every Monday Night Football game of a season. The makers sort into a few distinct tiers, and the useful question is not who is best but which tier matches the job: one prestige film, one loud one-off, a weekly pipeline of performance spots, or a local buy.
1. Secret Level
Known for: Coca-Cola's AI 'Holidays Are Coming' spots, two years running (2024 alongside Silverside AI, and the 2025 'Fantastical' film)
The honest read: The studio most associated with big-brand AI film. The 2025 Coke spot is the reference point for what generative video looks like with serious human direction on top, and also for how divided audiences still are about AI at the top of the funnel; the reviews ranged from admiring to brutal. Budget and timeline are agency-scale and unpublished.
2. Silverside AI
Known for: Svedka's 'Shake Your Bots Off' at Super Bowl LX (February 2026), promoted as the first primarily AI-generated national Super Bowl spot; co-produced Coca-Cola's 2024 AI holiday ad
The honest read: A production company that pivoted into an AI lab and now sells 'brand brains' trained on a client's past work. The Svedka spot took about four months, with humans on story and AI on animation and performance, which is the honest ratio for a national broadcast spot in 2026: AI did not make it fast, it made it possible at that budget.
3. Native Foreign
Known for: Toys R Us 'The Origin Story' (2024), the first brand film made with OpenAI's Sora, premiered at Cannes Lions
The honest read: Nik Kleverov's shop was among the first with Sora access and used it for a brand film rather than a direct-response spot. That is the pattern for this tier: prestige work that proves a model can carry a story. If you want a cinematic brand piece and a Cannes-ready credit, this is the lane.
4. Independent AI directors (PJ Accetturo and peers)
Known for: Kalshi's NBA Finals ad (June 2025): made for about $2,000 on Google's Veo 3 in two to three days, 300 to 400 generations for 15 usable clips
The honest read: The Kalshi spot is the number everyone quotes, and it is real: one director, one model, $2,000, national airtime. The part people skip is the 300 to 400 generations for 15 keepers. That kill rate is the actual work, and it is why the one-person model produces one great spot, not a pipeline. Perfect for a brand that wants a single loud swing.
5. Pinprick
Known for: More AI TV commercials produced than any other agency; spots aired at every Monday Night Football game last season, alongside Meta, TikTok, and AppLovin creative for the same brands
The honest read: Disclosure: this is us. Where the studios above make a spot, Pinprick makes spots, plural, on a schedule: broadcast-style segments and direct-response commercials produced through the same pipeline as our paid-social work, directed and reviewed by human creative directors, with claims review for regulated categories (casinos, prediction markets, pharma, supplements). Pricing is $0 per ad for eligible brands with a percentage of ad spend as the only fee. Not the right call for a one-off cinematic brand film; the right call when TV is a performance channel you need to feed every week.
6. Local shops and platform tools (InnoVision, Creatify on Universal Ads)
Known for: InnoVision's fully AI-made 30-second Valley View Casino spot on San Diego's KNSD during the 2026 Super Bowl pre-game; Creatify's generator inside Comcast's Universal Ads (announced August 26, 2026) for 15-second broadcast spots in minutes
The honest read: The bottom of the market is moving fastest. A regional agency can now put a fully AI spot on local broadcast, and Comcast's Universal Ads is putting a Creatify generator in front of small businesses so a 15-second TV ad is a four-step form. Quality is template-level, but for a local buy that was never going to fund a shoot, that is the whole point.
What the public numbers actually say
Kalshi's $2,000 is the figure that made the category famous, and it is honest as far as it goes: generation is cheap. But the same reporting says it took 300 to 400 generations to get 15 usable clips, which is a kill rate above 95 percent. Svedka's Super Bowl spot took about four months. Coca-Cola's holiday film needed a studio. The pattern across every tier is the same one we see on paid social: the model is not the bottleneck, judgment is. Whoever decides which generation is the keeper, and whether the claim in it can air, is the real cost of an AI commercial.
That is also why the tiers do not compete with each other much. A solo director cannot run a weekly pipeline. A prestige studio is not priced for direct response. A platform tool cannot do claims review for a casino. Pick the tier for the job.
When someone else is the right call
If you want a single cinematic brand film that will be written about, hire Secret Level, Silverside, or Native Foreign; that is their lane and they are better at it than anyone on this page, including us. If you want one surprising spot on a shoestring for a moment like a playoff game, an independent AI director is the cheapest route to national airtime that exists. If you are a local business with a small broadcast buy, a platform tool such as Creatify inside Universal Ads gets you on air for close to nothing, and template quality is fine for that.
Pinprick is the right call when TV is a performance channel: regulated categories, direct-response spots that need new versions every week, and brands that want the broadcast creative built by the same pipeline that feeds their Meta and TikTok accounts. See the fact sheet or the format examples.
Questions about AI TV commercials
Who makes AI-generated TV commercials?+
Four kinds of maker in 2026: AI film studios for big-brand campaigns (Secret Level, Silverside AI, Native Foreign), independent AI directors for one-off spots (PJ Accetturo's Kalshi ad), AI ad studios producing broadcast spots at volume (Pinprick, whose spots aired at every Monday Night Football game last season), and local agencies or platform tools such as Creatify's generator inside Comcast's Universal Ads for small-business spots.
How much does an AI TV commercial cost?+
Published examples span the whole range. Kalshi's 2025 NBA Finals ad cost about $2,000 in generation and a director's two to three days. Big-brand AI films from Secret Level or Silverside are agency-scale and unpublished; Svedka's Super Bowl spot took about four months. Pinprick produces broadcast spots at $0 per ad for eligible brands, with a percentage of ad spend as the only fee. The generation cost is rarely the expensive part; the judging and direction is.
Was there a fully AI-generated Super Bowl commercial?+
Svedka's 'Shake Your Bots Off' at Super Bowl LX in February 2026, made with Silverside AI, was promoted as the first primarily AI-generated national Super Bowl spot. The concept and story were human; the animation and character performance were AI. Separately, InnoVision aired a fully AI-produced local spot for Valley View Casino during the San Diego pre-game broadcast.
Which AI tools are used for TV commercials?+
Google's Veo (Kalshi, Google's own Pixel spots), OpenAI's Sora (Toys R Us), and multi-model pipelines at the studios, which combine image, video, and upscaling models under human direction. The tool matters less than the pipeline around it: casting consistency, product truth, claims review, and broadcast delivery specs are where AI spots succeed or fail.
Can AI commercials run on broadcast TV legally?+
Yes. Broadcast standards apply the same way they do to any spot: substantiated claims, required disclaimers, network clearance. Regulated categories (gambling, prediction markets, pharma, supplements) add their own review. Studios that work in those categories build claims review into the pipeline rather than fixing it at clearance.
Need broadcast spots on a schedule?
Brief us once. See how Pinprick pricing works or the comparison hub.
Start a brief→