How media leaders use AI as technology transforms television

With all the attention that AI gets, some veterans in the entertainment industry believe it has not yet been discussed and underestimated.

“We’re in the first innings of Generating AI. It explodes – absolutely explodes – and people don’t see it coming,” said Bill Abbott, CEO of Great American Media, which presents films based on family-friendly faith.

But how do media companies already use AI? Business Insider recently asked 11 media and entertainment leaders how they already implement AI and what breakthroughs they think they can deliver soon.

Executives from companies such as A+E Global Media and YouTube have shared how AI can transform the way content is delivered globally, bringing better recommendations and search capabilities.

1. Recommendations that really know you

Audiences are dead in the sea of ​​content, and many companies are betting that AI-enabled recommendations will serve as life rafts.

Free Ad-Supported Streaming TV (FAST) has dozens of streaming services, nearly 2,000 always on channels, and YouTube and Tiktok have an endless fire truck with user-generated content.

In this battle for Cutthroat’s attention, content providers use AI to make smarter suggestions on what to look at audience interests, history, or what to look at based on time.

“We really went from the era of peak television to the era of personalized television,” said Adam Lewinson, content chief for free streamer Tubi. Lewinson said the popular free streamer’s customized recommendations have helped to seduce young viewers from social media, video games and texting.

A Tubi spokesperson said that streamers have used machine learning to personalize their home screens for the past eight years, with recommendations being improved and refined over time.

Animation-focused streamer Crunchyroll curates AI-specific recommendations, said Brian McGarvey, head of global distribution.

Several streaming executives said they view this as a weapon in their existential battle with Tiktok and YouTube.

“If the fast universe isn’t moving in that direction, my perception would be that it would fail,” said Eric Opeka, strategy chief for freestreamer Cineverse.

2. Searching is smarter

The algorithm is not the only way to find what to see next.

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Platforms like Netflix use AI-driven search to improve content discovery. Viewers can search by genre, theme, and atmosphere. Alternatively, you can search by using natural languages, such as “I’m not scared of being scared” or “I need something to cheer me up.”

“You can search for all sorts of parameters in ways you couldn’t search previously,” said Tony Huidor, Chief Product Officer at Cineverse. The company has released an AI-powered search engine called Cinesearch, which other streamers can license. Chatbots are also included.

Streamer search engines have historically relied on simple metadata like titles and actors.

Scott Alexander of digital video software company Bitcentral said before the AI ​​search that queries that do not include title or description terms are likely to fail. The AI ​​search feature helps people change that by mimicking the way people help someone choose a movie.

3. Testing for A/B Infinity

AI allows video platforms and content creators to test more creatively.

Streamers have tested multiple thumbnails for years, and now they can use AI-powered A/B tests to recharge their efforts.

Abhishek Neralla, content executive at A+E Global Media, says it saves time and connects audiences with content. A+E has not yet used AI for these A/B tests, but is investigating doing so.

Bitcentral’s Alexander said that with AI, media companies can accidentally leave by creating hundreds or 1,000 versions of ads with small variations that advertisers can test to see which engagements they get.

AI can also help with the creative process itself.

Paul Snow, head of sports and studio partnerships for YouTube TV, said tools like Google’s Gemini can also help to make brainstorming new videos easier. He said these AI tools can “fast time.” The creators said they should spend their time deciding on the next topic to tackle.

4. Go global and instantly

AI is committed to providing media companies and creators with the opportunity to help videos travel around the world.

YouTube now allows YouTubers to instantly add AI-enabled subtitles, according to Fede Goldenberg, YouTube’s head of TV and film partnerships.

Creators who speak only English can post their videos in Spanish, Japanese, Hindi or other languages.

The opposite is also true, as global creators can connect with English speakers more easily. This could make the US market even more competitive.

“We can dub and fill in all of our content,” said Eric Orantia, a sales executive at Korean streaming service ODK Media. Orrantia said ODK will help expand its audience from around 5.5 million people in Asia to around 60 million viewers worldwide.

5. How far will AI special effects go?

AI can pique your appetite, but AI-generated content is a double-edged sword for creators as it can divert viewers from human-made films and TV shows.

AI video tools like Openai’s SORA and Google’s VEO 3 are pushing the limits of what video generation can do. However, the era of creating studio caliber footage when pressing a button hasn’t arrived yet, says Joshua Reader, CEO of creator crowdfunding platform Creatorcut. He added that some creators are still wary of videos created by AI.

That said, AI is already involved in the post-production process in Hollywood. The studio uses AI tools such as runways, and AI has been used for post-production for some of the Oscar candidates this year.

Netflix CEO Ted Sarandos said earlier this year that he felt that AI could be used to improve the film in new ways, rather than simply reducing costs.

“Traditionally, only large budget projects can access things like advanced visual effects, such as de-synthesis,” Sarandos said. “So today, these AI-powered tools can be used to make small budget projects accessible to large VFX on-screen.”