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 increased its adoption of AI technologies from customer service virtual assistants in 2018 to advanced AI-powered network infrastructure and cybersecurity by 2025, including initiatives like the AI-powered access network with Broadcom and the Janus cloud/AI core network transformation.
From 2021 to 2025, Disney's adoption of AI has transitioned from exploratory phases and task forces studying cost-cutting and creative applications to establishing a dedicated Office of Technology Enablement led by Jamie Voris, focusing on responsible AI and mixed reality integration.
Warner Bros. Discovery has progressively integrated AI technologies from 2019 to 2025, progressing from metadata-driven content discovery collaboration with Intel, through machine learning applications in streaming and ad targeting, to generative AI solutions like automated closed captioning and content creation assistance.
Paramount Global has progressively adopted AI technologies since mid-2023, with early use focused on content localization and later expanding to generative AI models, machine learning, NLP for script generation, personalized advertising, and operational decision-making.
Netflix has progressively integrated AI technologies from primarily recommendation algorithms toward extensive use of generative AI in content creation and production, demonstrating a significant shift especially from 2024 onward.
Charter Communications has steadily increased its adoption of AI technologies since 2019, deploying AI-powered cybersecurity tools (CUJO AI, Security Shield), targeted advertising platforms (Spectrum Reach with Waymark), and AI-enhanced customer service solutions, including agent-assist technologies by 2025.
Fox Corporation has steadily advanced AI adoption from blockchain solutions for media content tracking in early 2024 to launching an AI-driven converged media platform by mid-2025, enhancing targeted advertising and media planning across its portfolio.
Spotify has increasingly integrated AI technologies from early 2023 to late 2025, launching AI-driven features including a personalized AI DJ, AI playlist creation from text prompts, and generative AI music creation tools, driving a transformation of user engagement and content creation.
iHeartMedia has steadily integrated AI from 2017 onwards, initially through partnerships with Veritone to provide AI solutions to broadcast stations, expanding to AI-driven music transitions and podcast enhancements by 2018-2022.
Live Nation has progressively integrated AI technology since mid-2023, focusing on ticketing systems with initiatives led by key executives such as Saumil Mehta, who joined as Global President in late 2025 to spearhead AI transformation.
WPP has significantly increased its investment in AI, committing around £250-300 million annually since 2023, focusing on generative AI, machine learning, and foundation models to transform advertising content creation, media planning, and data-driven marketing.
57 Use Cases in Media
| Company | Use Case |
|---|---|
| Spotify | Fan-Artist Engagement Spotify collaborates with major record labels to develop generative AI tools that connect fans and artists by creating personalized content like daylists and AI DJ features, fostering deeper engagement and new revenue opportunities. generative |
| Charter Communications | Customer Service Charter leverages AI agents and tools (like Agent Assist and Summary AI) to enhance customer service representatives' efficiency and focus on authentic, empathetic interactions by providing real-time recommendations and summarizing call data. agentic |
| Fox Corporation | Ad Targeting Through a partnership with Mobian, Fox is using AI-powered contextual advertising technologies to improve brand safety, moving beyond traditional blocklists and ensuring more accurate ad alignment with content. generative |
| WPP | Self-Service Campaigns WPP Open Pro allows brands to independently use AI-powered operating systems to plan, create, and publish marketing campaigns without agency intermediaries, enabling greater agility and control over branding and advertising. agentic |
| Warner Bros. Discovery | Content Protection WBD actively files lawsuits against AI companies for unauthorized use of copyrighted characters and content in generative AI, aiming to reduce intellectual property risks. traditional |
| Disney | IP Protection Disney actively monitors and legally enforces copyright protections against unauthorized use of its characters by external AI platforms, sending cease-and-desist letters and suing AI companies to safeguard intellectual property and brand integrity. traditional |
| Comcast | Customer Support AI bots assist customers by resolving common service issues such as TV troubleshooting and faster restoration during commercial power outages, enhancing service responsiveness. traditional |
| Spotify | Fraud Detection Spotify implements AI-based detection systems to identify and remove AI-generated spam tracks and fraudulent content, protecting the integrity of its music catalog and supporting authentic artists on the platform. traditional |
| Live Nation | Operational Efficiency AI-driven automation and coding efficiency improvements reduce internal costs and streamline Live Nation’s back-end operations across concert production and ticketing. traditional |
| Disney | Robotics Enhancement Disney Imagineering applies reinforcement learning to teach autonomous robots behaviors such as walking, emoting, and interacting, significantly reducing development time from years to weeks, enabling lifelike park attractions and immersive experiences. agentic |