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 AI adoption from 2018 to 2025, leveraging AI for network management, customer experience improvements, and cybersecurity, with key leadership including Jan Neumann and Noopur Davis prominently involved.
Since late 2021, Disney has progressively explored and integrated artificial intelligence technologies across its entertainment and theme park operations, with key focus areas including cost reduction, content creation, and immersive experience enhancement.
Warner Bros. Discovery has steadily integrated advanced AI technologies from 2019 through 2025, including partnerships with Intel, Google Cloud, and AWS to enhance content discovery, captioning, ad targeting, and production processes.
Paramount Global has rapidly advanced its AI adoption from initial content localization in 2023 to embedding generative AI and agentic AI extensively by 2025, highlighted by partnerships with AI firms like Waymark and Shopsense AI, and leadership by figures such as CFO Naveen Chopra, CTO Phil Wiser, and CEO David Ellison.
Netflix has steadily integrated AI technologies since 2022, evolving from content recommendation algorithms to advanced generative AI for visual effects by 2025, with notable leadership comments from co-CEO Ted Sarandos highlighting AI's role in improving creative processes and production efficiency.
Charter Communications has progressively integrated AI technologies since 2019, starting with home network security enhancements via CUJO AI and expanding into AI-enabled cybersecurity solutions like Security Shield for Advanced WiFi customers by 2022.
Fox Corporation has actively integrated advanced technologies from 2024 to 2025, launching a blockchain platform named 'Verify' in early 2024 to transparently track AI content usage across media outlets, signaling an innovative approach to content rights and licensing management.
Spotify has progressively integrated AI technologies from early 2023 with the launch of AI DJ, advanced to AI-driven personalized playlist curation in 2024, and extended into embracing AI-generated music content and creation tools by 2025.
iHeartMedia has steadily increased its adoption of AI technologies from 2017 onward, initially partnering with Veritone to deploy AI solutions across 200+ broadcast stations and later pioneering AI-driven audio transitions and podcast content localization.
Live Nation has steadily integrated AI technologies in ticketing and event management since mid-2023, notably with Ticketmaster employing AI to improve ticket sales and combat fraud, enhancing the customer buying experience.
WPP has significantly accelerated its AI integration since early 2023, led by CEO Mark Read and key executives like Stephan Pretorius and Priti Mhatre, committing over £250 million annually into AI-driven technologies and partnerships, including with NVIDIA and Stability AI.
54 Use Cases in Media
| Company | Use Case |
|---|---|
| Disney | Copyright protection Disney proactively enforces its intellectual property rights by issuing cease-and-desist letters and lawsuits against AI firms using its copyrighted characters without authorization, ensuring control over brand and legal risks. traditional |
| Spotify | Content Moderation To combat AI-generated spam and fake music uploads, Spotify employs AI-powered filters and detection systems to identify and remove fraudulent content, maintaining catalog integrity. traditional |
| Disney | Autonomous characters Using reinforcement learning, Disney develops lifelike robotic characters (BDX droids) capable of autonomous walking, emoting, and interaction, significantly speeding content creation cycles. agentic |
| Warner Bros. Discovery | IP Protection Warner Bros. Discovery is actively protecting its intellectual property rights against unauthorized AI content generation, ensuring brand integrity and mitigating legal risks. traditional |
| Fox Corporation | Scheduling Optimization Fox has been involved in AI/machine learning inventions aimed at optimizing television scheduling and network mapping, although these patent claims were invalidated for lacking technological improvements. traditional |
| Comcast | Enterprise Insights MachineQ, a Comcast company, offers AI-driven smart summary features to synthesize large data sets into actionable insights for enterprise clients, enhancing decision-making efficiency. traditional |
| Paramount Global | Content Recommendation Machine learning algorithms personalize content discovery on Paramount+ by tailoring recommendations according to user preferences, enhancing viewer retention and satisfaction. traditional |
| Netflix | VFX Acceleration Netflix employs generative AI to create visual effects in productions such as 'El Eternauta,' allowing VFX teams to complete sequences ten times faster and at significantly reduced costs while maintaining high quality, which expands creative possibilities. generative |
| Netflix | Production Planning AI tools aid Netflix’s production teams with pre-visualization and shot planning, enhancing efficiency and creativity in film and TV projects, enabling effective resource allocation and storytelling improvements. generative |
| Warner Bros. Discovery | Live Event Insight Generative AI platforms developed with AWS transform live mountain biking events by providing enhanced viewer analytics and content curation to improve real-time event engagement. generative |