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

Rita Ferro, global ads president, Disney: The ability to scale creative, creation, and management across streaming platforms and impressions at a very large volume. You can’t continue to scale and grow streaming businesses in the marketplace without having dynamic creative, and so that’s going to be a very obvious place. And the second is really around system business process automation. We’ve been using machine learning and AI and our algorithms around our technology stack for a long time, but again, as you scale volume, the notion of having dynamic pricing—being able to take advantage of opportunities and scale in the marketplace.

Marcy Greenberger, chief investment officer, UM: AI will drive advancements in contextual targeting in CTV.

John Halley, president, Paramount Advertising: I asked an AI chatbot that question, and it referenced “hyper-personalized TV experiences,” including interactive storytelling, instant content creation, and micro-niche targeting. I’m not exactly sure if AI is right about itself on this one, at least for 2025. But AI has made it easier for this advertising executive to answer a survey from ADWEEK.

Kim Kelleher, chief commercial officer, AMC Networks: Marketers will have access to mid and long-tail content that has never been ad-supported. AI will enable intelligent ad insertion in every piece of content that is developed or ever has been developed, so as marketers continue to move into performance marketing and hyper-targeting, AI will enable a better pairing between content and a desired viewer, and it will all be privacy compliant and automated.

Kevin Krim, CEO and president, EDO: AI’s impact will be felt everywhere. Generative AI gets the headlines, but vertical AI tools are already transforming the capabilities and economics of media and advertising—from automating and massively scaling workflows like data processing, media planning, and measurement to enabling algorithmically optimized audience-plus-outcome campaigns. But predictions that ChatGPT will be the death of Google or human creativity are just as premature as those that have predicted theatrical films’ or the vinyl record’s demise for years.

Liz Leonard, evp, PMX Lift: AI presents an interesting opportunity for improved workflow, with increasing potential to change the makeup of how we construct and negotiate deals across talent and content development/distribution, but also how we identify new opportunities such as building strategic, compliant audiences across all categories. This includes some of the more restricted industries where we need to evolve strategy in order to keep pace with legislation while also keeping an eye on improved business outcomes.