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 progressively expanded AI adoption from customer experience enhancements with VP Jan Neumann leading initiatives, to embedding AI in network operations, cybersecurity, and content creation, showing strong strategic commitment and increasing investments up to 2025.
Disney's AI adoption evolved from exploratory use-cases in 2021 to forming dedicated business units and offices by 2024, signifying a strategic commitment to AI across media, animation, and immersive experiences.
Warner Bros. Discovery (WBD) has systematically integrated AI into its media operations starting from 2019, focusing on content discovery, ad targeting, and media streaming efficiency, with increasing sophistication culminating in generative AI applications by 2025.
Paramount Global has steadily increased AI adoption from Q2 2023 through Q3 2025, evolving from leveraging AI for content localization to becoming a technology-media hybrid actively using generative AI, machine learning, and agentic AI to transform content creation, advertising, and decision-making.
Netflix has significantly integrated AI technologies by 2025, especially generative AI, to enhance content creation and user experience, as exemplified by the use of AI-driven visual effects in the Argentinian series 'El Eternauta', enabling sequences to be completed ten times faster and reducing production costs.
Charter Communications has steadily increased its adoption of AI technologies from 2019 through 2025, expanding from network security enhancements (CUJO AI in 2019) to sophisticated AI-driven advertising platforms such as Spectrum Reach Architect in 2025, generating over $27M in incremental revenue from AI-generated ads by mid-2024.
Fox Corporation has progressively integrated AI and blockchain technologies since early 2024, launching a blockchain platform called Verify to track media content usage by AI developers, indicating an innovation drive toward content rights management.
Since early 2023, Spotify has progressively integrated AI technologies to personalize user experiences, launching AI DJ and AI playlist creation tools, resulting in improved engagement and user satisfaction.
iHeartMedia has progressively integrated AI technologies from 2017 onward, starting with partnerships (e.g., Veritone) providing AI solutions to broadcast stations, evolving to advanced AI applications in podcast translation, brand safety, and AI-generated content by 2025.
Live Nation has progressively integrated AI into its ticketing, event analysis, and dynamic pricing operations from 2023 through 2025, with CEO Michael Rapino and CFO Joe Berchtold highlighting AI’s growing role.
WPP has significantly increased its AI investment with a £250m annual budget in 2024 and later £300m annually, focusing on generative AI, machine learning, and foundation models to transform content creation and media management.
50 Use Cases in Media
| Company | Use Case |
|---|---|
| Paramount Global | Personalized Recommendations Machine learning algorithms analyze user behavior to deliver personalized content recommendations on Paramount+, enhancing user engagement, retention especially for families with kids, and reducing churn rates. traditional |
| Disney | Robotics Autonomy Disney Imagineering employs reinforcement learning to develop autonomous, emotive robots (BDX droids), accelerating development cycles and enabling interactive experiences in parks. agentic |
| Netflix | Visual Effects Netflix applies generative AI to create visual effects (VFX) sequences in productions, such as the show 'El Eternauta', allowing sequences to be completed up to ten times faster and significantly reducing production costs. generative |
| Live Nation | Operational Efficiency AI applications streamline internal processes such as resource allocation, staffing, and venue management, reducing costs and enhancing operational agility. traditional |
| Live Nation | Dynamic Pricing Utilizing AI-driven dynamic pricing models, Live Nation adjusts ticket prices in real-time to optimize revenue while ensuring competitive market pricing. traditional |
| Paramount Global | Shoppable TV Via partnership with Shopsense AI, Paramount transforms TV viewing into an e-commerce experience through AI-enabled QR codes and post-show product recommendations, creating new revenue streams. generative |
| Comcast | Cybersecurity Detection Comcast, via its subsidiary DataBee, integrates BluVector’s AI-powered network detection and response platform to detect zero-day and polymorphic threats, leveraging adaptive AI/ML to continuously improve threat detection and response without prior threat signatures. traditional |
| iHeartMedia | Content Translation iHeartMedia leverages AI-powered voice cloning and generative AI to translate popular podcasts into multiple languages (Spanish, French, Arabic, Portuguese, Hindi, Mandarin), enabling scalability and global audience reach while preserving hosts’ original tone and personality. generative |
| Warner Bros. Discovery | Content Analytics Using generative AI and proprietary AI platforms like ViralMoment, WBD analyzes social video trends and events to boost engagement and tailor content strategies effectively. generative |
| Disney | IP Protection Disney actively pursues legal action against AI companies like Midjourney to protect its intellectual property rights in the evolving AI-generated content landscape. traditional |