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 evolved from early AI-powered virtual assistants and network insights in 2018-2019, progressing towards a large-scale, distributed AI deployment across its network infrastructure by 2025-2026, including initiatives like Janus and the Octave platform which enhance network speed, reliability, and outage recovery using AI at the edge.
Disney progressively increased its AI adoption from exploratory task forces and use-case studies in 2021-2023 to establishing a dedicated Office of Technology Enablement by late 2024, led by Jamie Voris, focusing on responsible AI and mixed reality integration.
Warner Bros. Discovery (WBD) has steadily increased adoption of AI across multiple facets of its media and entertainment business from 2019 to 2025, evolving from content metadata and discovery enhancements to advanced generative AI platforms and AI-driven ad targeting. Notable initiatives include partnerships with Intel, Google Cloud (Vertex AI), and AWS, with leadership figures like CEO David Zaslav and VP Anish Agarwal driving AI and automation integration.
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.
Netflix has progressively integrated AI from content recommendation (Q1 2024) through generative AI-driven video production (Q3 2025), enabling faster VFX, lower production costs, and expanded creative possibilities as emphasized by co-CEO Ted Sarandos.
Charter Communications has steadily increased AI adoption since 2019, initially leveraging AI for enhanced network security, customer experience, and advertising optimization, and by 2024-2025 expanded into generative and agentic AI via partnerships with AWS and Red Hat, focusing on software development, network infrastructure, and advertising platforms, reporting measurable revenue increases such as $27 million from AI-generated ads.
Fox Corporation has progressively integrated AI technologies across its media and advertising operations, launching blockchain-based platforms and AI-driven converged media platforms to optimize content tracking and advertising impact.
Spotify has progressively integrated AI into its platform from 2023 through early 2026, advancing from personalized AI DJ features to AI-driven playlist creation and generative AI music, including collaborations with major record labels to develop responsible AI music products.
iHeartMedia began leveraging AI technology prominently starting in 2017 with Veritone partnerships, advancing through AI-powered music streaming enhancements by 2018, and progressively adopting AI-driven podcast translation, content moderation, and brand safety tools through 2024-2025.
Live Nation has increasingly integrated AI technologies from 2023 through early 2026, with a significant leadership appointment in Q4 2025—Saumil Mehta as Global President of Ticketmaster—to spearhead AI transformation across its ticketing and event operations.
WPP has steadily increased its investment in AI from £250 million annually in early 2024 to £300 million by late 2025, emphasizing generative AI, machine learning, and foundation models to transform marketing, content creation, and media delivery, including launching platforms like Production Studio and WPP Open.
55 Use Cases in Media
| Company | Use Case |
|---|---|
| Live Nation | Personalized Marketing AI tools analyze fan data to create targeted marketing campaigns and personalized communications, fostering deeper fan relationships and boosting ticket sales. generative |
| WPP | Advertising Intelligence WPP developed an Advertising Intelligence Framework to help clients understand and navigate AI's transformative impact on marketing ecosystems, improving decision-making and planning. traditional |
| Spotify | Developer Productivity Spotify engineers use internal AI tools like 'Honk' powered by Anthropic's Claude Code to improve coding speed and efficiency, allowing faster deployment of features and platform improvements. agentic |
| Disney | Content Generation Disney incorporated generative AI by partnering with OpenAI to embed AI-generated short-form video content featuring Disney characters into its streaming service and workflows, aiming to offer user-generated content features and new consumer experiences. generative |
| Warner Bros. Discovery | Cost Efficiency By migrating ML workloads to AWS Graviton instances, WBD achieves significant cost savings and faster machine learning inference times, improving operational efficiency. traditional |
| Charter Communications | Software Development Through a strategic collaboration with AWS, Charter integrates generative and agentic AI to accelerate software development, automate operations, enhance coding, and improve operational efficiency across Spectrum services. agentic |
| Live Nation | Operational Efficiency Live Nation employs AI-driven enterprise-wide process enhancements to optimize internal workflows, reduce costs, and improve scale efficiencies, including AI-assisted coding and data science roles. traditional |
| Charter Communications | Customer Service AI tools such as Agent Assist and Summary AI are deployed internally to analyze customer calls, provide real-time recommendations to agents, automate call summaries, and enable deeper authentic customer interactions, improving efficiency and customer experience. traditional |
| WPP | Self-Service Marketing WPP provides brands with self-serve access to AI-powered marketing tools via WPP Open Pro, allowing smaller businesses or marketers to independently plan, create, and publish campaigns efficiently without full agency reliance. traditional |
| WPP | Marketing Optimization Through WPP Open and its partnerships with Google and NVIDIA, WPP leverages advanced AI models and real-time data to optimize marketing strategies, media spend, and creative workflows to deliver sharper, faster, and more personalized marketing campaigns. agentic |