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

Mark Marshall, chairman, global advertising and partnerships, NBCUniversal: AI will accelerate the shift to a multicurrency marketplace and unlock new levels of precision and efficiency for marketers.

Kate Monaghan, evp, integrated investment & retail partnerships, Horizon Next: AI will continue to help the video industry become hyper-personalized—with both content and advertising. Algorithms will become better and better, serving up more personalized content to each individual on their streaming home screen, similar to social media, and advertising will become even more targeted and contextually relevant, with AI-enabled “Shop the Look” based on your viewing and shopping habits.

Alan Moss, vice president of global ad sales, Amazon Ads: There is such fast growth and change with AI, particularly when it comes to digital advertising. At Amazon Ads, we’re using the power of AI to democratize our advertising offering to customers of all sizes, from enterprise to SMB, endemic and non-endemic. For example, our video generator offering allows customers to develop their own video creative in minutes through the use of AI technology, which has presented brands that previously did not have the resources the opportunity to develop custom, engaging ads for their products.

Michael Scott, vp, head of ad sales, operations of North America, Samsung Ads: AI will fundamentally reshape how brands connect with consumers. Revenue is left on the table because brands aren’t reaching their most actionable audiences. We’ve all heard of the 80/20 Rule—80% of outcomes are driven by 20% of efforts. AI tools will ensure brands identify and reach that highly engaged 20% of audiences with heightened purchase intent, whereas before, these audiences weren’t being surfaced. Big picture: AI is transforming TV into a dynamic discovery engine. Viewers can craft curated watchlists, and streaming services can leverage AI to recommend content. These personalized viewing experiences fuel smarter, more precise advertising. This isn’t just about ads reaching more people; it’s about AI’s ability to connect brands to highly actionable audience segments that drive sales.

Donna Speciale, president of U.S. advertising sales and marketing, TelevisaUnivision: We’ll continue to see it integrated across various aspects of the industry, but the tools will always be human-driven. As it relates to Hispanic consumers particularly, tactics like translations, dubbing, and other advertising components must be cross-referenced by real people to ensure the information truly captures cultural nuances that drive meaningful consumer connection and actions. It’s an important piece of the puzzle that should not be overlooked while utilizing AI to improve efficiencies.

Matt Sweeney, chief investment officer, GroupM US: AI will transform the TV ad industry by empowering agencies and marketers to adopt audience-first strategies that are more precise and impactful. AI optimization models will uncover undervalued inventory, improve targeting, and measure performance using advanced, custom KPIs tailored to marketers’ goals. This shift means better ROI and more efficient ad spends.