Disney readies a July beta for AI-made TV ads; Fox unveils what it calls the industry’s first end-to-end agentic ad platform

At a glance

•  Media companies move to automate advertising end to end — from creation to trading

•  Disney: a July beta of an AI-generated TV ad tool (Business Insider exclusive)

•  Fox: an “end-to-end agentic ad platform” where buy- and sell-side AI agents transact

•  The market’s direction is “agentic” — AI managing the whole campaign lifecycle

•  Governance is the gating factor: up to a 97% error rate without it, plus “AI slop” backlash

•  Korea: production- and trading-automation pressure on FAST/CTV operators; a “tool supplier” opening for EnterTech firms

Media companies have begun a race to automate advertising end to end with AI — from how ads are made to how they are bought and sold. Disney is preparing a July beta of a tool that uses AI to generate TV commercials, while Fox has unveiled what it calls the industry’s first end-to-end agentic advertising platform, in which AI agents transact with one another. Both ends of the ad value chain — creative generation and automated trading — are being automated at once.

디즈니·폭스, AI 광고 자동화 경쟁 본격화…‘영상 생성’에서 ‘에이전트 거래’까지
디즈니 7월 AI 광고 제작 도구 베타를, 폭스는 매수·매도 AI 에이전트가 자율 거래하는 업계 첫 엔드투엔드 에이전틱 광고 플랫폼을 공개. 글로벌 빅테크 미디어 광고 가치사슬의 양 끝단을 동시에 자동화. AI광고 경쟁 본격화
K-EnterTech HubJung Han

The push reflects a structural shift in the TV ad market. As connected TV (CTV) and self-service advertising lower the barrier to entry, a long tail of smaller advertisers — once priced out of producing even a single 30-second spot — has flooded in. Personalization that slices ads by audience and context now leaves campaigns needing dozens of variants, and media transactions have fractured into units too small to negotiate by hand. AI is moving to fill the production-and-trading gap that manual work can no longer serve at a workable cost.