Regional publisher National World has signed a deal with a US-based company which it says will enable local businesses to create high-quality adverts using generative AI.

The new partnership with Detroit-based video company Waymark will see its video creation technology rolled out across National World’s 100-plus digital news outlets in the UK.

The publisher says the deal will enable it to offer local advertisers “instant and affordable video creative that overcomes traditional barriers to video advertising.”

It says local businesses will be able to use the technology to generate high-quality, read-to-air commercials with professional voice-overs in five minutes or less simply by typing in basic instructions.

Liz Percy-Robb, head of digital commercial at National World, said: “Video content has come into its own within our network, growing robustly in reach and impact.

“Our aspiration to escalate our video offerings has led us to Waymark, whose tool is a game-changer for crafting slick and professional video pre-roll adverts at scale and speed.

“This investment reflects our commitment to deliver superior messaging and interactive content, ensuring client brands have the most engaging and compelling narratives for their audiences.

“Waymark is at the cutting edge of video editing and production, and we couldn’t be happier to partner with them. This tool is not just about upgrading our video creation, it’s about inspiring our clients and broadening their vision of what can be achieved through dynamic video content.”

Hayden Gilmer, Waymark’s VP of Revenue said: “We’re truly excited to partner with National World and help their teams transform local advertising in the UK through our affordable AI videos designed for local businesses

“National World has implemented a groundbreaking operating model for news publishing that’s powered by the latest in technology, and we believe that our platform is the perfect addition to further grow their local ad sales initiatives.”