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 consistently expanded its AI integration from early virtual assistants in 2018 to advanced network automation, predictive maintenance, and generative AI platforms by 2025, with key figures like Jan Neumann driving AI/ML initiatives.
Disney's AI adoption has evolved from exploratory and cost-cutting initiatives in 2021-2023 to strategic integration across operations by 2025, prominently led by CEO Bob Iger and senior VP Jamie Voris.
Warner Bros. Discovery (WBD) has progressively integrated AI into content discovery, captioning, advertising, and operational workflows, partnering with major tech players like Intel, Google, and AWS, resulting in improved content accessibility and personalized ad targeting.
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.
Netflix has progressively integrated AI technologies from traditional recommendation algorithms to advanced generative AI tools by 2025, driving both creative production efficiency and enhanced customer experiences.
Charter Communications has progressively integrated AI technologies from Q1 2019 onward, evolving from AI-powered home network security solutions with CUJO AI, to advanced AI-enabled advertising platforms by 2024-2025, including Spectrum Reach Architect which significantly enhanced ad campaign optimization, generating $27 million in revenue and supporting nearly 7,000 commercials.
Fox Corporation has progressively integrated AI across various domains including media content tracking via blockchain in early 2024, AI-driven travel solutions and advanced advertising platforms by mid-2025, and partnerships in AI-powered advertising safety and workforce optimization by late 2025.
Spotify has progressively integrated advanced AI technologies since early 2023, launching features such as the AI DJ and AI Playlist tools that use machine learning for personalized music recommendations and creation, leading to increasing user engagement and innovation.
iHeartMedia began integrating AI technologies early, partnering with Veritone in 2017 to deploy advanced AI across 200+ broadcast stations, and innovating in audio transitions and podcast translations through generative AI tools by 2024-2025.
Live Nation has progressively integrated AI technologies since mid-2023, focusing on optimizing ticketing processes, dynamic pricing, and enhancing fan experience leveraging machine learning and advanced analytics.
WPP has progressively increased its AI investment from £250 million in 2024 to £300 million by late 2025, focusing on generative AI, machine learning, and foundation models to transform advertising content creation, media planning, and personalization.
53 Use Cases in Media
| Company | Use Case |
|---|---|
| Live Nation | SEO Optimization Ticketmaster uses AI to enhance event discovery and marketing by optimizing online content and search engine results, improving visibility and connection with fans. generative |
| Disney | Content Generation Disney embeds generative AI into its content pipelines and streaming services, including through a $1 billion investment in OpenAI, enabling new types of interactive and user-generated video entertainment on Disney+. generative |
| Fox Corporation | Workforce Automation Fox is experiencing workforce shifts as AI automates routine tasks, leading to reductions in white-collar roles and reshaping corporate staffing needs. traditional |
| Fox Corporation | Brand Safety Fox partnered with AI-powered contextual advertising startup Mobian to enhance brand safety, moving beyond static blocklists by using AI to dynamically manage where ads appear. traditional |
| Charter Communications | Software Development Through a strategic partnership with AWS, Charter integrates generative AI and agentic AI to automate and accelerate software development processes, increasing operational efficiency and reducing time to market for new features and services. agentic |
| Warner Bros. Discovery | Operational Efficiency By leveraging AWS Graviton and AI-driven machine learning models, WBD has optimized ML inference speeds and reduced infrastructure costs significantly, enabling faster data processing and more agile workflows. traditional |
| WPP | Self-Serve Marketing WPP launched WPP Open Pro, a self-serve AI marketing platform that enables brands to independently create, plan, and publish campaigns without agency intervention, democratizing access to AI marketing capabilities. agentic |
| Live Nation | Process Automation Live Nation is deploying AI-driven enterprise-wide process enhancements led by new leadership to automate routine tasks, improve operational efficiency, and reduce costs. agentic |
| Disney | IP Protection Disney actively monitors and legally enforces its intellectual property rights against unauthorized AI use of its characters and content, issuing cease-and-desist letters and pursuing lawsuits to reduce brand risk and maintain control over its assets. traditional |
| Comcast | IoT Analytics MachineQ, a Comcast company, uses AI to summarize and analyze IoT sensor data, providing enterprises with anomaly detection and operational insights for improved decision-making. traditional |