AI @ Paramount Global
Summary
- Paramount Global has progressively adopted AI technologies since mid-2023, with early use focused on content localization and later expanding to generative AI models, machine learning, NLP for script generation, personalized advertising, and operational decision-making.
- Key leadership figures such as CFO Naveen Chopra, CTO Phil Wiser, and CEO David Ellison have driven strategic AI initiatives including Paramount Ads Manager powered by generative AI, scalable personalization on Paramount+, and merging with Skydance to deepen AI-driven tech integration. AI has enabled significant cost savings, new revenue streams (e.g., shoppable TV, AI-generated ads), and faster strategic decisions—reducing time-to-decision by up to 90%.
- Despite clear advancements, AI deployment has also raised ethical concerns, labor tensions (notably with creatives), and regulatory scrutiny. The company is balancing AI innovation with transparency, governance, and efforts to keep privacy paramount, aiming for US profitability by 2025 driven by smarter AI-enabled content and advertising strategies.
VIBE METER
5 AI Use Cases at Paramount Global
Personalized Recommendations2025Customer Facing
Decision Automation2025
Ad Personalization2024Customer Facing
Script Generation2024
Timeline
2025 Q4
Paramount Global conducted significant layoffs amid industry-wide cost cutting and AI-driven automation, reflecting tension between AI adoption and workforce dynamics.
2025 Q3
Following the merger with Skydance under CEO David Ellison, Paramount is fully committing to a tech-driven transformation enabled by AI across production, cloud infrastructure, and personalized streaming services, supported by major cloud partnerships and strategic talent acquisitions. AI is key to reinventing content creation and user retention strategies.
2025 Q2
Paramount Global integrated advanced AI technologies including generative AI, machine learning, LLMs, foundation models and agentic AI to revolutionize decision-making and content monetization. Partnerships included Shopsense AI introducing shoppable TV, and Paramount Ads Manager generating $200M revenue for media partners.
2025 Q1
AI utilized to provide personalized, data-driven business insights, focusing on speed of innovation while maintaining privacy.
2024 Q4
Data accuracy in AI development was emphasized by Paramount data scientists, aligning with the company's increased dependence on AI-driven insights and analytics.
2024 Q3
Paramount launched AI-powered Paramount Ads Manager for SMBs, partnered with generative AI company Waymark, and leadership projected AI as an industry disruptor, with CEO David Ellison advocating a tech-media hybrid future.
2024 Q2
Investor activism on AI governance emerged alongside Paramount CTO Phil Wiser emphasizing AI as a helpful tool. Transparency reports and governance around AI use became focal points.
2024 Q1
Paramount expanded AI use to include natural language processing for script generation and machine learning applications across business segments.
2023 Q4
Reports highlighted Paramount's use of AI and ML to enhance content mastery and value extraction from its content assets, signaling expanded AI integration.
2023 Q3: no updates
2023 Q2
Paramount CFO Naveen Chopra announced leveraging AI for content localization, marking early operational AI adoption focused on improving content adaptability.