Here’s How AI Will Impact the TV Industry in 2025

Whether you love or hate to hear about it, artificial intelligence is everywhere, and it’s here to stay.

In the past year, AI has dominated every industry. But in the TV space, it seems like everyone is still trying to figure out how it’s going to be used. More personalized user experiences and more AI-generated ads and campaigns are just some of the ways that insiders expect the technology could impact the landscape.

As part of ADWEEK’s ongoing outlook coverage previewing the year ahead, we asked 15 TV executives, ad sales leaders, and insiders to share their boldest predictions on how AI will impact the TV industry in 2025. (One of them may have even used AI to answer this very question.)

Here’s how AI could impact TV moving forward:

Jay Askinasi, svp and head of global media revenue and growth, Roku: As AI continues to develop, I predict the TV experience will transform to become more personalized to the user and, therefore, more advantageous to the advertiser. This kind of personalization will change the game for viewers, helping them find the content they are looking for quicker than ever but also allow advertisers to be more relevant and engaging in new ways we have not seen before.

Dani Benowitz, global and U.S. president, Magna: Three predictions for 2025: There will be more than three entirely AI-generated ads in the Super Bowl, which would be an increase from 2024. Second, streaming platforms will introduce homescreen chatbots that will recommend content to watch and will eventually offer ads. Next, a few streaming platforms will drop their ad-free options entirely, and subscription tiers will influence the frequency of ads viewers see.

Finally, a network will launch a reality show where competitors receive direction and stay on or get kicked off the show entirely based on interaction with an AI chatbot, without knowing they were interacting with a chatbot.

David Cohen, CEO of IAB: Get ready for the world’s first end-to-end AI TV campaign: from media planning to creative to measurement. Purists will howl that it isn’t perfect, but even the biggest skeptics will be taking notes. I predict AI will become the new “sandbox” for TV innovation on multiple fronts in 2025. Those that embrace it will be ahead going into 2026.