Budapest, September 1st, 2026: Creating promos for TV shows can be a lengthy and complicated process, particularly in the age of streaming where multiple versions can be required for different markets, languages, platforms or target audiences.
Now Promotool.ai, a new AI-powered tool for creating broadcast promos, is announced at IBC, with the promise of automating the entire promo production cycle on a single platform.
Developed by Budapest-based post production specialists Umbrella Collective, Promotool.ai is the work of a project team that combines three disciplines rarely found together: AI innovators working in film production, senior marketing automation specialists and experienced broadcast on-air promo executives.
That experience runs deep: between them the team brings many decades of post-production and broadcast expertise. Attila Kristof, chief product and strategy officer at Promotool.ai, is a former HBO and MTG executive who has worked with award winning promo teams and workflows for some of the biggest media brands in the business. Peter Horváth has spent his career automating creative and marketing production for My5 in the UK, Disney, Live Nation and Cinema City among others. He leads the development team building the Promotool ecosystem.
Promotool is already live and rolling out at a pan-European broadcast group, whose producers tested the platform hands-on on real promo briefs during evaluation. Three further major media groups are in the pipeline, with partner announcements to follow.
“Broadcasters and streamers do not only need outstanding promos,” said Kristof. “They need fewer late nights rebuilding the same promo in six languages, four formats, three dates and two completely different moods. Promotool was not built to replace creative people but to stop wasting them.”
What Promotool.AI can do
Promotool gives you three ways to produce: Studio, Express and Recarting. The system analyses your content and generates every version you need, automatically and at speed, while your films and series stay secure and are never used for training. The hours saved go back where they belong: into the big creative ideas that never had time to come to life.
Studio automates up to 70% of the edit and delivers a rough cut for your promo, handing over a structured, editable timeline to Premiere (with Avid and DaVinci available soon) so your editors keep the final word on pacing, styling and detail.
Express offers high volume promo production without requiring editing expertise, while Recarting is used for repurposing. It is built to extend content lifespan,turning existing campaigns into new versions, formats and market variants rather than rebuilding them manually.
“Users can choose between our different offerings, tailoring it to their needs, whether it is used for high visibility, brand critical campaigns, or for high-volume, fast-turnaround channel feeds,” said Kristof.
