For the first time, RTL Deutschland is structurally using AI-generated promotional content to separate editorial content from commercial breaks. These AI-powered spots are now available on pay TV channels RTL Crime, RTL Living and RTL Passion, with the technology being rolled out on free TV channels such as Nitro and RTL Up in the next phase. Additionally, AI will be used in the Christmas campaign trailers for RTL Super starting in November.

Thorsten Braun, Chief Marketing, Brand & Consumer Products Officer at RTL Deutschland, says: “We are particularly focused on the quality of the AI-generated ads, which are upscaled to TV broadcast standards. The goal is to increase the creative possibilities in the production of promotional content without compromising the quality we are known for.”

Oliver Schablitzki, Executive Vice President Multichannel at RTL Deutschland, adds: “For RTL Deutschland, the production of bumpers is a further step towards integrating AI-generated content efficiently and meaningfully into our daily work and anchoring it structurally in the company. Our specialty channels provide the ideal platform for testing the new tool.”

The promotional spots have been created using text-to-video technology developed by Bertelsmann partner Runway. Based on text descriptions from the creative teams, the AI generates visual content while maintaining the creative essence of the team’s work.