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Whether you love it or hate to hear about it, artificial intelligence is everywhere, and it’s here to stay.
In the past year, AI it dominated every industry. But in the TV space, it seems that everyone is still trying to figure out how it will be used. More personalized user experiences and more AI generated ads and campaigns are just some of the ways insiders expect the technology could impact the landscape.
As part of ADWEEK’s ongoing outlook coverage previewing the coming year, we asked 15 TV executives, ad sales executives and insiders to share their boldest predictions about how AI will impact the TV industry in 2025. (One of them may even use AI to answer this question.)
Here’s how AI could impact TV going forward:
![It would be an understatement to say that the TV industry has changed a lot in the past year. From the increasing consolidation, the prices in advance in falling, and a continuous struggle […]](https://www.adweek.com/wp-content/uploads/2024/12/tv-execs-learned-2024.jpg?w=640&h=360&crop=1)
Jay Askinasi, svp 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 advantageous for the advertiser. This type of personalization will change the game for viewers, helping them find the content they’re looking for faster than ever, but also allowing ads to be more relevant and engaging in new ways we haven’t seen before.
Dani Benowitz, Global and US President, Magna: Three predictions for 2025: There will be more than three ads entirely generated by AI in the Super Bowl, which would be an increase from 2024. Second, streaming platforms will introduce homescreen chatbots that recommend content to watch and eventually offer ads. Later, a few streaming platforms will drop their ad-free options entirely, and subscription levels will affect the frequency of ads viewers see.
Finally, a network will launch a reality show where contestants receive direction and stay or are kicked off the show entirely based on interacting with an AI chatbot, without knowing 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 creative to measurement. Purists will scream that it’s not perfect, but even the biggest skeptics will take notes. I predict that AI will become the new “sandbox” for TV innovation on many fronts in 2025. Those who embrace it will be ahead going into 2026.
