AI @ Paramount Global
Summary
- Paramount Global has progressively integrated AI technologies since Q2 2023, initially focusing on content localization and expanding through script generation, ad targeting, and personalized recommendations by 2025, leveraging partnerships with Waymark and Shopsense AI, and investments in cloud infrastructure with Oracle.
- Leadership under David Ellison from mid-2025 emphasizes transforming Paramount into a 'tech-forward' company, deploying advanced AI including generative models, ML, autonomous agents, and digital twins to boost operational efficiency, content creation, and streaming platform unification, aiming at U.S. profitability by 2025 with reported key metric improvements such as time-to-decision reduction by up to 90%.
- Paramount faces pushback concerning AI adoption impacting human talent and workforce lay-offs in late 2025, while concurrently strengthening AI governance, transparency, and copyright lobbying efforts; overall AI adoption trend is accelerating rapidly with strong internal commitment, substantial staffing, and strategic repositioning in a highly competitive streaming landscape.
VIBE METER
6 AI Use Cases at Paramount Global
Personalized Recommendations2025Customer Facing
Decision Acceleration2025
Shoppable TV2025Customer Facing
Ad Targeting2024Customer Facing
Script Generation2024
Timeline
2026 Q1: no updates
2025 Q4
Despite AI advancements, Paramount faced layoffs and criticism over AI impacting human talent. The company increased lobbying for AI and copyright regulation and used AI for franchise prospect analysis. CEO Ellison emphasized AI’s significance for all aspects of business going forward.
2025 Q3
Under David Ellison, Paramount embraced AI and cloud via a $100M Oracle partnership, restructuring streaming platforms onto unified backend, and making strategic hires including Dane Glasgow (CPO). AI enhanced user retention, ad targeting, and content workflows. The Skydance merger marked a transformative media-tech shift amid industry challenges.
2025 Q2
Paramount accelerated AI deployment with agentic, generative, and foundation AI models to drive decision-making speed improvements (~90%), integrated shoppable TV with Shopsense AI, enhancing revenue streams and personalization. CTO Phil Wiser and CEO David Ellison led the tech-forward pivot aiming at U.S. profitability by year's end.
2025 Q1
Discussions broadened on maintaining privacy amid rapid AI innovation, emphasizing Paramount's commitment to balancing innovation with data protection.
2024 Q4
Data scientists stressed the need for accurate and current data underpinning AI systems, highlighting Paramount's ongoing focus on data quality to support AI applications.
2024 Q3
Paramount innovated with AI-generated advertising (Paramount Ads Manager via Waymark), raised industry voices on AI's disruption in Hollywood, and executives highlighted AI's impact on commerce, content discovery, and retention.
2024 Q2
AI transparency and ethical governance were highlighted; Paramount CTO Phil Wiser compared AI's current state to early internet days and emphasized AI as a helpful 'tool' for creators. Shareholders voted on AI oversight proposals.
2024 Q1
AI use cases grew to include NLP for script generation and machine learning for operational improvements, signaling deeper integration in creative workflows.
2023 Q4
Paramount Global expanded AI use in content mastery applying Artificial Intelligence and Machine Learning broadly to leverage content assets.
2023 Q3: no updates
2023 Q2
Paramount's CFO Naveen Chopra disclosed early use of AI for content localization to improve efficiency in international markets, marking the start of AI adoption.