Five Below Is Using AI to Generate Its TV Ads

Five Below CEO Winifred Park used the company's Q1 2026 earnings call in June to confirm that AI-generated content is now running in the company's connected TV advertising, a specific production deployment that sits inside a broader marketing transformation that has contributed to four consecutive quarters of double-digit comparable sales growth.

"We also deployed amazing AI content in connected TV commercials focused on seasonal moments," Park said in her prepared remarks.

In the Q&A, she elaborated on why the format matters specifically for Five Below's audience."We are doing more AI-generated content that just allows us to be fast, nimble, but also really use our imagination and touch kids and really in terms of the channels they're looking at like YouTube."

Five Below's marketing strategy has pivoted from traditional media, where production timelines are long and content is planned quarters in advance, to social and digital channels where relevance requires speed.