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 progressively integrated AI technologies from 2023 through early 2026, focusing on content localization, creation, personalized marketing, and advanced analytics, led by key executives like Naveen Chopra (CFO), Phil Wiser (CTO), and CEO David Ellison.
  • The company’s AI initiatives evolved from initial content-focused applications to a broader tech-driven strategy including generative AI for ads, machine learning for content personalization and retention, autonomous decision-making, and infrastructure modernization with partners like Oracle, aiming to enhance streaming revenue and operational efficiency.
  • By 2025, Paramount reported $200M revenue generated through AI-powered advertising platforms, executed large-scale AI adoption training, and merged with Skydance Media to reinforce its ‘tech-forward’ approach, while also adapting to regulatory and market challenges including layoffs linked to AI automation.

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7 AI Use Cases at Paramount Global

Operational Efficiency
2025
Traditional
Generative
Agentic
Outcome
Costs
Integration of AI with cloud infrastructure partners like Oracle streamlines platform operations, enabling cost reductions and agility in streaming services. [1][2]
Content Discovery
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
Machine learning algorithms refine streaming recommendations to improve relevance and reduce subscriber churn amid competitive market pressures. [1]
Personalized Content
2025
Customer Facing
Traditional
Generative
Agentic
Outcome
Using machine learning, Paramount curates personalized content feeds such as themed kids’ programming, improving retention and reducing curation costs. [1]
Decision Automation
2025
Traditional
Generative
Agentic
Outcome
Costs
Paramount employs agentic AI for autonomous multi-source analysis and scenario planning to accelerate strategic decisions by up to 90%. [1]
Ad Personalization
2024
Customer Facing
Traditional
Generative
Agentic
Outcome
Revenue
Paramount’s AI-powered Paramount Ads Manager, developed with Waymark, creates and manages generative AI advertisements to target SMBs, generating $200M revenue for media partners. [1]
Script Generation
2024
Traditional
Generative
Agentic
Outcome
Revenue
Paramount applies natural language processing to assist in scriptwriting, generating ideas and drafts that support human creative teams. [1]
Content Localization
2023
Customer Facing
Traditional
Generative
Agentic
Outcome
Costs
Paramount uses AI to automatically translate and localize content for various regions, reducing manual effort and speeding up distribution. [1][2]

Timeline

2026 Q2: no updates

2026 Q1

1 updates

Ratings agencies noted AI’s involvement in content creation at Paramount Skydance; industry analysis highlighted ongoing debates on AI’s impact on media jobs and energy consumption.

2025 Q4

1 updates

CEO David Ellison publicly affirmed AI adoption to impact all business aspects; company conducted internal roadshows to identify effective AI use cases; simultaneously, layoffs occurred amid AI-driven automation; substantial lobbying efforts focused on AI regulation and copyright protection.

2025 Q3

1 updates

Following the Skydance merger, CEO David Ellison spearheaded a tech-forward transformation integrating AI and Oracle cloud infrastructure; key hires like Dane Glasgow emphasized AI-driven product strategy with a $100M cloud/AI partnership, driving 23% revenue growth at Paramount+.

2025 Q2

1 updates

Paramount+ leveraged AI at scale, notably via Shopsense AI partnership for shoppable TV, achieving $200M revenue through generative AI ads, while CTO Phil Wiser highlighted AI’s central role in derivative works and marketing personalization.

2025 Q1

1 updates

Discussions broadened on maintaining privacy amid rapid AI innovation, emphasizing Paramount's commitment to balancing innovation with data protection.

2024 Q4

1 updates

Emphasis on accurate, current data for AI applications to prevent errors and ensure quality outputs in AI-driven content and analytics.

2024 Q3

1 updates

Paramount intensified AI adoption with generative AI-powered ads via Waymark, leadership’s strategic vision to integrate AI across commerce, and industry commentary from CEO David Ellison and others on AI disruption.

2024 Q2

1 updates

CTO Phil Wiser compared AI’s current state to the early internet; company emphasized transparency, governance, and practical AI tooling amid shareholder scrutiny.

2024 Q1

1 updates

Paramount adopted advanced AI technologies like natural language processing and machine learning for script generation and content workflows.

2023 Q4

1 updates

Paramount Global leveraged AI and machine learning to optimize content mastery, extending AI use beyond localization towards broader content strategy.

2023 Q3: no updates

2023 Q2

1 updates

Paramount CFO Naveen Chopra revealed the company’s use of AI for content localization, marking early adoption of AI in content management.