How AI will impact the TV industry in 2025, according to 15 executives

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

Over the past year, AI dominated all industries. But in the television business, 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 insiders expect technology to impact the landscape.

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

Here’s how AI could impact TV in the future:

Jay Askinasi, Vice President and Head of Global Media Revenue and Growth, Roku: As AI continues to develop, I predict that the TV experience will transform to become more personalized for the user and, therefore, more beneficial for the advertiser. This type of personalization will be a game-changer for viewers, helping them find the content they’re looking for faster than ever, but will also allow advertisers to be more relevant and engage in new ways than we have. never seen before.

Dani Benowitz, Magna Global and US President: Three predictions for 2025: There will be more than three fully AI-generated ads during the Super Bowl, which would be an increase from 2024. Second, streaming platforms will introduce home screen chatbots that recommend content to watch and will possibly offer advertisements. Next, a few streaming platforms will abandon their ad-free options altogether, and subscription levels will influence how often viewers see ads.

Finally, a network will launch a reality show where contestants will be given instructions and stay or be kicked off the show entirely based on interaction with an AI chatbot, without knowing that they are 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 creation to measurement. Purists will scream that it’s not perfect, but even the most skeptical will take notes. I predict that AI will become the new “sandbox” for television innovation on multiple fronts in 2025. Those who adopt it will be ahead until 2026.

Rita Ferro, President of Global Advertising, Disney: The ability to scale creation, creation and management across streaming platforms and very high volume prints. You can’t continue to grow and grow the streaming business in the market without dynamic creativity, and so this is going to become a very obvious place. And the second is really about automating the business processes of the system. We’ve been using machine learning, AI and our algorithms around our technology stack for a long time, but again, as you increase volume, the notion of dynamic pricing allows you to take advantage of opportunities and scale on the market.

Marcy Greenberger, Chief Investment Officer, UM: AI will advance contextual targeting in CTV.

John Halley, President, Paramount Advertising: I asked an AI chatbot this question, and it referred to “hyper-personalized TV experiences,” including interactive storytelling, instant content creation, and micro-niche targeting. I’m not sure if AI is right on this, at least for 2025. But AI made it easier for this advertising executive to respond to an ADWEEK survey.

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 the intelligent insertion of advertisements into each piece of content developed or already developed. So, as marketers continue to move toward performance marketing and hyper-targeting, AI will enable a better match between content and the desired viewer. all are privacy compliant and automated.

Kevin Krim, CEO and President, EDO: The impact of AI will be felt everywhere. Generative AI is grabbing headlines, but vertical AI tools are already transforming the capabilities and economics of media and advertising, from the automation and massive scaling of workflows such as data processing, media planning and measurement, up to the implementation of audience campaigns and results optimized by algorithms. But predictions that ChatGPT would mean the death of Google or of human creativity are just as premature as those who have for years predicted the demise of cinema films or the vinyl record.

Liz Leonard, Vice President, PMX Lift: AI presents an exciting opportunity to improve workflow, with growing potential for change in how we build and negotiate deals between talent and content development/distribution, but also in how we identify new opportunities such as building strategic, compliant audiences across categories. This includes some of the smaller sectors where we need to evolve our strategy to keep pace with legislation while keeping an eye on improving business outcomes.

Mark Marshall, president, global advertising and partnerships, NBCUniversal: AI will accelerate the transition to a multi-currency market and unlock new levels of accuracy and efficiency for marketers.

Kate Monaghan, Vice President, Integrated Investment and Retail Partnerships, Horizon Next: AI will continue to help the video industry become hyper-personalized, both in content and advertising. Algorithms will become increasingly powerful, delivering more personalized content to each individual on their streaming home screen, much like social media, and advertising will become even more targeted and contextually relevant, with “Buy the Look » activated by AI based on your viewing. and purchasing habits.

Alan Moss, VP of Worldwide Advertising Sales, Amazon Ads: AI is experiencing very rapid growth and change, especially when it comes to digital advertising. At Amazon Ads, we use the power of AI to democratize our advertising offering to customers of all sizes, from enterprises to SMBs, endemic and non-endemic. For example, our video generator offering allows customers to develop their own video creation in minutes through the use of AI technology, which has given brands that previously did not have the resources the ability to develop personalized and attractive advertisements for their products.

Michael Scott, Vice President, Head of Advertising Sales, North America Operations, Samsung Ads: AI will fundamentally reshape the way brands connect with consumers. Revenue gets left behind because brands aren’t reaching their most actionable audiences. We’ve all heard of the 80/20 rule: 80% of the results are determined by 20% of the efforts. AI tools will allow brands to identify and reach those 20% of highly engaged audiences with increased purchase intent, where previously these audiences were not visible. The big picture: AI is transforming TV into a dynamic discovery engine. Viewers can create curated watchlists and streaming services can leverage AI to recommend content. These personalized visual experiences power smarter, more accurate advertising. It’s not just about getting ads in front of more people; it’s about AI’s ability to connect brands with highly actionable audience segments that drive sales.

Donna Speciale, President of U.S. Advertising Sales and Marketing, TelevisaUnivision: We will continue to see it integrated into various aspects of the industry, but the tools will still be human-driven. When it comes to Hispanic consumers in particular, tactics like translations, dubbing, and other advertising components must be referenced by real people to ensure the information truly captures the cultural nuances that drive meaningful connections and actions with consumers. consumers. This is an important piece of the puzzle that should not be overlooked when using AI to improve efficiency.

Matt Sweeney, Chief Investment Officer, GroupM US: AI will transform the TV advertising industry by enabling agencies and marketers to adopt audience-driven, more precise and impactful strategies. AI optimization models will discover undervalued inventory, improve targeting, and measure performance using advanced, personalized KPIs tailored to marketers’ goals. This change means better ROI and more efficient ad spend.