NBCUniversal’s “One Platform Total Audience” advertising solution uses AI to automate budget allocation across linear and streaming media, identifying the ideal mix to engage precise audience segments. Leveraging NBCUniversal’s culture-defining and extensive content portfolio and robust first party and advertisers’ data sets, the solution reaches key consumers at unparalleled scale with programme-level transparency for brands.38CASE STUDY 12 Designing the ideal advertising media mixGenAI can streamline advertising and marketing by rapidly generating multiple advertising variations, enhancing ad placement, analysing performance in real time and continuously optimizing content to improve campaign outcomes. For example, it can automate and accelerate A/B testing, leading to more effective advertising strategies while reducing manual effort. Netflix has developed an advanced in-video search system to help creators quickly find specific scenes or elements (such as objects, emotions or actions) from their vast library of films and shows. Using ML, particularly contrastive learning, it creates video and text embeddings, enabling accurate searches based on text input. This streamlines the retrieval of clips for trailer creation and promotional videos, reducing manual search time and allowing creatives to work more effectively.39CASE STUDY 13 Simplifying content retrieval via advanced in-video searchGenAI can enhance content distribution by automating accessibility and localization tasks and predicting consumer behaviour and trends. For instance, visual content can be quickly dubbed for consumption by broader audiences, users can browse through content more easily with semantic search engines, and streaming platforms can predict traffic volumes and specific content requests to optimize network resources. DistributionMonetization Artificial Intelligence in Media, Entertainment and Sport 16

Artificial Intelligence in Media Entertainment and Sport 2025