Rudy Lai
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AI @ Paramount Global

CBS, Paramount+, film
Industry
Last updated
July 3, 2025 at 10:44 AM

Summary

  • Paramount Global has rapidly advanced its AI adoption from initial content localization in 2023 to embedding generative AI and agentic AI extensively by 2025, highlighted by partnerships with AI firms like Waymark and Shopsense AI, and leadership by figures such as CFO Naveen Chopra, CTO Phil Wiser, and CEO David Ellison.
  • The company is leveraging AI to transform content creation, personalized advertising, and new revenue streams such as shoppable TV, achieving up to 90% reduction in decision-making time and generating $200M in media partner revenue, while simultaneously addressing AI governance and ethical transparency.
  • Strategic mergers (notably with Skydance Media) and significant technology investments (e.g., $100M Oracle cloud/AI platform) underline Paramount's ambition to become a tech-forward media hybrid, facing challenges like workforce disruption and industry backlash but positioning AI at the core of operations and culture to achieve U.S. profitability by 2025.

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6 AI Use Cases at Paramount Global

Content Recommendation
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
Machine learning algorithms personalize content discovery on Paramount+ by tailoring recommendations according to user preferences, enhancing viewer retention and satisfaction. [1]
Autonomous Decision-Making
2025
Traditional
Generative
Agentic
Outcome
Costs
Using agentic AI, Paramount employs autonomous agents to analyze real-time multi-source data and execute strategic decisions rapidly, reducing time-to-decision by up to 90%, improving operational agility and resource allocation. [1]
Shoppable TV
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
Revenue
Integration of AI-driven QR code-based interactions allows viewers to directly purchase products featured in shows, transforming passive content consumption into e-commerce opportunities. [1]
Personalized Advertising
2024
Customer Facing
Traditional
Generative
Agentic
Outcome
Revenue
Paramount deploys generative AI to create, manage, and optimize targeted advertisements across platforms such as Paramount+ and Pluto TV, increasing ad effectiveness and partner revenues. [1]
Script Generation
2024
Traditional
Generative
Agentic
Outcome
Costs
AI-powered natural language processing helps generate and refine scripts for entertainment, reducing development cycle time and supporting creative workflows. [1]
Content Localization
2023
Customer Facing
Traditional
Generative
Agentic
Outcome
Costs
Paramount uses AI to automatically adapt and localize content across different languages and regions to enhance global reach and reduce manual translation efforts. [1]

Timeline

2025 Q4: no updates

2025 Q3

1 updates

Paramount and Skydance merger advanced AI-driven media strategy; CEO David Ellison championed a tech-forward approach blending Hollywood creativity with Silicon Valley innovation, supported by a $100M Oracle cloud/AI investment and strategic AI hires to reshape media and streaming experiences.

2025 Q2

1 updates

Paramount expanded AI for content monetization via partnership with Shopsense AI enabling shoppable TV experiences; reported $200M generated for media partners via AI-driven personalized ads; strategic focus on embedding AI into culture and operations to drive profitability.

2025 Q1

1 updates

AI utilized to provide personalized, data-driven business insights, focusing on speed of innovation while maintaining privacy.

2024 Q4

1 updates

Focus on ensuring data accuracy for AI development underscored by data scientists, underpinning Paramount’s AI initiatives with reliable and up-to-date data sets.

2024 Q3

1 updates

Paramount launched AI-driven advertising with generative AI partner Waymark through the Paramount Ads Manager for SMBs and emphasized AI’s transformational role in CTV, content creation, and advanced advertising insights.

2024 Q2

1 updates

Paramount shareholders prepared to vote on AI oversight proposals; company stressed AI’s integral role across operations with emphasis on ethical transparency and governance, led by CTO Phil Wiser.

2024 Q1

1 updates

The company actively utilized natural language processing for script generation and machine learning to enhance content workflows, indicating diversification of AI use cases.

2023 Q4

1 updates

Paramount Global expanded AI and ML applications to drive value from its content assets, moving beyond localization into broader content mastery.

2023 Q3: no updates

2023 Q2

1 updates

Paramount CFO Naveen Chopra revealed the company's initial use of AI focused on content localization, signaling the beginning of AI integration into content workflows.