""We've been talking about personalization for decades," said Hannah Elsakr, VP of GenAI New Business Ventures at Adobe. To that point, she continued, "Nobody wants to see the same ad three times." Most ad content, she added, "is dead on arrival after a week, maybe two weeks. ... We've talked about a promo taking two-plus weeks to execute. Now with AI - and with I want to put the word 'responsible AI' out there - you can do it in hours."
"Buyers and sellers of ad time can now use AI "to get down, not just to a show or an episode, but to a scene level," Shepard said. "Contextual targeting in some regard has gotten a bad rap because it has seemed very basic, right? An advertiser would say, 'I want to reach women 25 to 54, give me the top 100 shows.' Now, AI can allow us to actually identify scenes."
Major media, tech and advertising organizations are adopting AI to accelerate ad creation and increase relevance through finer-grained personalization. AI shortens production timelines from weeks to hours and enables scene-level contextual targeting, allowing advertisers to place creatives at precise moments, such as immediately after a holiday kiss. This capability aims to reduce repetitive ads and improve viewer-advertiser alignment by letting fans influence brand narratives. Companies emphasize responsible AI and the need to safeguard intellectual property as AI-driven workflows scale across VOD and live events like the Super Bowl and Winter Olympics.
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