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Mark Marshall, president, global advertising and partnerships, NBCUniversal: AI will accelerate the shift to a multi-currency market and unlock new levels of precision and efficiency for marketers.
Kate Monaghan, evp, integrated investment and sales partners, Horizon Next: AI will continue to help the video industry become hyper-personalized – with content and advertising. Algorithms will get better and better, serve 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 “Shop the Look” enabled by AI based on your viewing. and shopping habits.
Alan Moss, vice president of global advertising sales, Amazon Ads: There is such rapid growth and change with AI, 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 enterprise to SMB, endemic and non-endemic. For example, our video generator offering allows customers to develop their own creative video in minutes through the use of AI technology, which has presented brands that previously had no resources the opportunity to develop personalized and interesting advertisements for their products.
Michael Scott, vp, head of ad sales, North American operations, Samsung Ads: Artificial intelligence will fundamentally reshape the way brands connect with consumers. Revenue is left on the table because brands aren’t reaching their most engaged audience. We’ve all heard of the 80/20 Rule – 80% of results are driven by 20% of efforts. Artificial intelligence tools will ensure that brands identify and reach that 20% of highly engaged audiences with high purchase intent, whereas before, these audiences had not emerged. Big picture: AI turns TV into a dynamic discovery engine. Viewers can create curated watch lists, and streaming services can leverage AI to recommend content. These personalized viewing experiences fuel smarter, more accurate advertising. This isn’t just about ads reaching more people; it’s about AI’s ability to connect brands to highly active audience segments that drive sales.
Donna Speciale, president of US advertising sales and marketing, TelevisaUnivision: We will continue to see it integrated in different aspects of the industry, but the tools will always be driven by humans. With regard to Hispanic consumers in particular, tactics such as translations, dubbing and other advertising components must be cross-referenced by real people to ensure that information truly captures cultural nuances that drive meaningful consumer connection and action. It is an important piece of the puzzle that should not be overlooked while using AI to improve efficiency.
Matt Sweeney, Chief Investment Officer, GroupM US: Artificial intelligence will transform the television advertising industry by empowering agencies and marketers to adopt audience-first strategies that are more accurate and impactful. AI optimization models will discover undervalued inventory, improve targeting, and measure performance using advanced, customized KPIs tailored to marketers’ goals. This change means better ROI and more efficient ad spend.
