Artificial Intelligence in Media Companies
We analyzed the enterprise AI use cases of 11 media companies to understand trends, impact, and insights.
Media companies' adoption of AI
Overview
Comcast has steadily expanded its AI integration from customer experience virtual assistants and network insights (2018-2019) to advanced AI-powered infrastructure and generative AI platforms by 2025, led by figures such as Jan Neumann and Elad Nafshi.
Disney has progressively expanded its AI initiatives from exploratory task forces in 2023 to forming dedicated business units by late 2024, focusing on integrating AI and mixed reality technologies across content creation, theme parks, and streaming.
Warner Bros. Discovery has steadily integrated AI technologies into content discovery, ad targeting, captioning, and production efficiency from 2019 through 2025, including partnerships with Intel, Google Cloud, and AWS.
Paramount Global has progressively integrated AI technologies since 2023, notably using AI for content localization, script generation, and advertising, with key leadership figures including CTO Phil Wiser and CEO David Ellison driving a strategic tech-forward transformation with Oracle partnership and AI-based platforms.
Netflix has steadily integrated AI technologies from 2022 through 2025, evolving from using AI for content recommendation algorithms to employing generative AI for accelerating production and reducing visual effects costs in original shows such as 'El Eternauta'.
Charter Communications has progressively integrated AI technologies from 2019 through 2025, advancing from network security enhancements with CUJO AI to AI-powered advertising platforms (Spectrum Reach with Waymark) and now to sophisticated generative and agentic AI collaborations, notably with AWS to standardize software development and operational efficiencies.
Fox Corporation has actively integrated AI and blockchain technologies into its operations since early 2024, including the launch of the Verify blockchain platform for content usage tracking.
Spotify has aggressively integrated AI from early 2023 through 2025, evolving from AI DJs and personalized playlists to generative AI-created music and advanced content filtering, with a focus on enhancing user experience and artist protections.
iHeartMedia initiated AI integration early, beginning partnerships with Veritone in 2017 to implement AI across 200+ broadcast stations and later launching AI-driven audio transitions via iHeartRadio in 2018, demonstrating an increasing AI adoption trend.
Live Nation has been progressively integrating AI technology into its ticketing and live entertainment operations, with a key leadership appointment in late 2025 (Saumil Mehta) to drive AI transformation at Ticketmaster, the company's ticketing arm.
WPP has progressively integrated AI technology into its advertising operations from early 2023 through 2025, with increasing investment from £250 million in 2024 to £300 million in 2025, focusing on generative AI, machine learning, and foundation models to drive content creation, media optimization, and customer personalization.
58 Use Cases in Media
| Company | Use Case |
|---|---|
| Warner Bros. Discovery | ML Cost Optimization Warner Bros. Discovery gains 60% cost savings and faster machine learning model inference by migrating AI workloads to AWS Graviton processors, enhancing operational efficiency. traditional |
| Live Nation | Process Automation Internal operational processes such as coding, data handling, and workflow optimizations are being enhanced by AI to reduce costs and improve efficiency across company departments. agentic |
| Fox Corporation | Brand Safety In partnership with Mobian, Fox is employing AI to improve contextual advertising and enhance brand safety by moving beyond traditional blocklists, allowing more effective ad placements. traditional |
| Spotify | Artist Collaboration Spotify works with major music companies to co-develop AI products focused on enhancing artist-fan interaction and ensuring AI respects artists' rights and contributions. agentic |
| Live Nation | Customer Experience AI technologies improve fan interaction and provide personalized recommendations and experiences during ticket purchase and event attendance. generative |
| Disney | IP Protection Disney aggressively uses legal actions and enforcement of copyright protections against AI companies misusing Disney's characters and content, safeguarding brand value and licensing revenue. traditional |
| Spotify | Spam Detection Spotify employs AI-driven filters to identify and remove AI-generated spam tracks and fraudulent uploads, protecting artist royalties and maintaining catalog quality. traditional |
| Fox Corporation | Content Licensing Fox is negotiating content licensing agreements with large AI platform providers such as Meta to monetize news content and participate in AI-driven content distribution ecosystems. traditional |
| Disney | Robotics Automation Disney Imagineering applies reinforcement learning to develop autonomous, emotive robotic characters for its theme parks, significantly accelerating development timelines and enhancing visitor experiences. agentic |
| Warner Bros. Discovery | IP Protection WBD actively defends its intellectual property by pursuing legal action against AI companies that use unauthorized copyrighted content in AI image and content generation. traditional |