Think AI-generated content is prevalent on social media? It could soon start popping up more on bigger screens. Throughout 2025, a number of AI-powered ad platforms designed to help create CTV ads have hit the market. Some of those newer offerings include Comcast’s Universal Ads, which hit adland in January at CES, and the self-serve ad platform Mntn’s QuickFrame AI,which debuted last month. The offerings add to existing platforms like Waymark, a technology company that has for several years given local and regional advertisers with networks like Fox and Charter the ability to use AI tools to generate TV creative, and they are also geared toward small- and medium-sized businesses.

CTV ad spend continues to grow, and is expected to hit almost $46 billion by 2028, exceeding linear TV ad spend, according to eMarketer, and executives say they hope offering advertisers the ability to create AI-generated ads will help attract advertising dollars beyond the traditional big spenders. “Connected TV is now the fastest-growing segment in all of advertising, and it’s not slowing down,” Mark Douglas, president and CEO at Mntn, said on the company’s Q3 earnings call earlier this month. “Yet despite that growth, CTV remains undermonetized because most of the spend still comes from a small number of large brands.”

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