AI: TV’s Smart Evolution

WILL AI KILL TV OR MAKE IT SMARTER? MEDIA EXECS SHARE 5 KEY WAYS THE INDUSTRY IS TRANSFORMING

The television and broader media landscape are undergoing a profound transformation, driven largely by the accelerating advancements in artificial intelligence. What was once the realm of science fiction is now actively reshaping how content is created, distributed, and consumed. While the initial question of whether AI will “kill” TV might sound dramatic, industry leaders are increasingly realizing that its true potential lies not in destruction, but in intelligent evolution. From personalizing viewing experiences to streamlining global distribution, AI is rapidly becoming an indispensable tool for media companies striving to thrive in an increasingly fragmented and competitive attention economy.

The shift is undeniable. Audiences are no longer passive recipients of scheduled programming; they are active participants, demanding tailored content, seamless discovery, and immersive experiences. This paradigm shift necessitates a technological backbone capable of understanding complex user behaviors, optimizing vast content libraries, and pushing creative boundaries. Enter artificial intelligence, which is not merely an auxiliary tool but a core driver of innovation, promising to make the media industry smarter, more efficient, and infinitely more personalized. This article delves into the five pivotal ways AI is reshaping the industry, and crucially, explores its impact on the workforce, identifying roles at risk, new opportunities emerging, and the indispensable skills required to navigate this new era.

AI’S EVOLUTIONARY ROLE IN MEDIA AND ENTERTAINMENT

The integration of AI into media operations is moving beyond theoretical discussions to practical, impactful applications. Executives across the spectrum, from established networks to burgeoning streaming platforms, are deploying AI to solve real-world challenges and unlock unprecedented opportunities. The consensus among these leaders is that AI is not just a passing trend but a fundamental shift that will redefine the future of content.

HYPER-PERSONALIZED CONTENT DISCOVERY

In an era saturated with entertainment options, the challenge for media companies is no longer just producing content, but ensuring it reaches the right eyes. Viewers are overwhelmed by choices, facing an “ocean of content” that includes dozens of streaming services, thousands of free ad-supported streaming TV (FAST) channels, and an inexhaustible stream of user-generated content from platforms like YouTube and TikTok. This fragmentation of attention demands sophisticated solutions, and AI-enabled recommendations are proving to be the ultimate life raft.

Companies like Tubi and Crunchyroll are at the forefront of this revolution. Tubi’s content chief, Adam Lewinson, highlights how AI’s tailored recommendations are instrumental in attracting and retaining younger audiences who are accustomed to personalized feeds from social media. These systems go beyond simple genre preferences, learning from a viewer’s watch history, specific interests, and even the time of day to suggest content that genuinely resonates. This granular level of personalization transforms a daunting content library into a curated, engaging experience, effectively moving the industry from an “era of peak TV” to an “era of personalized TV.” For platforms competing against the highly addictive algorithms of TikTok and YouTube, sophisticated AI recommendations are not just an advantage, but a necessity for survival.

THE INTELLIGENT SEARCH REVOLUTION

Beyond passive recommendations, AI is fundamentally changing how viewers actively search for content. Traditional search functions often relied on basic metadata, making it difficult for users to find content unless they knew a specific title or actor. If a search query didn’t perfectly match predefined tags, it often failed, leading to user frustration.

However, platforms like Netflix are now leveraging AI-powered search capabilities to enhance content discovery dramatically. Viewers can search not only by genre, theme, or director, but also using natural language queries that reflect their mood or specific preferences. Imagine searching for “scary, but not too scary” or “I need something to cheer me up.” This conversational and intuitive approach to search is powered by AI’s ability to understand context and nuance, mimicking how a human would guide someone through a content library. Cineverse’s Chief Product Officer, Tony Huidor, notes that AI-powered search allows for queries across “all kinds of parameters, in ways you could not search before.” Their new AI-powered search engine, CineSearch, even includes a chatbot, pushing the boundaries of interactive content discovery. This development means that viewers no longer need to know exactly what they want; they can describe a feeling or a general idea, and AI will intelligently connect them with relevant content.

OPTIMIZING CREATIVE STRATEGIES

AI’s influence extends beyond discovery to the very heart of creative strategy and optimization. For years, video platforms have conducted A/B tests on elements like video thumbnails to see which ones perform best. Now, AI is supercharging these efforts, enabling unprecedented levels of testing and optimization.

Abhishek Neralla of A+E Global Media acknowledges that while they are exploring its full potential, AI-powered A/B testing can significantly enhance how content connects with audiences, all while saving valuable time and resources. Imagine creating not just a few, but hundreds or even thousands of variations of an ad or a piece of promotional material, each with subtle differences. AI can analyze vast datasets to determine which variations garner the most engagement, allowing media companies to leave less to chance and refine their creative output with scientific precision. Furthermore, AI tools are also assisting in the initial creative process itself. Paul Snow, YouTube TV’s head of sports and studio partnerships, mentions how tools like Google’s Gemini can streamline brainstorming for new video ideas, “reducing the amount of time” creators spend deciding on their next topic. This means AI is not just optimizing the output but also accelerating the ideation phase, empowering creators to be more prolific and strategic.

BREAKING DOWN GLOBAL BARRIERS

One of the most transformative promises of AI in media is its ability to facilitate instant globalization. The internet has always made content accessible worldwide, but language barriers remained a significant hurdle. AI is now tearing down these barriers, opening up vast new audiences for creators and companies alike.

YouTube, for instance, now offers AI-enabled subtitles and dubbing in various languages. This means an English-speaking YouTuber can instantly make their content available in Spanish, Japanese, Hindi, or any other language, unlocking legions of new fans. The inverse is equally powerful, allowing global creators to seamlessly connect with English-speaking markets. Eric Orrantia of Korean streaming service ODK Media highlights how their use of AI for translation has allowed them to grow their viewership from approximately 5.5 million people in Asia to around 60 million engaged viewers globally. This capability significantly reduces the time and cost associated with traditional localization, democratizing global content distribution and making the US market even more competitive as international content becomes readily accessible. AI isn’t just translating words; it’s translating cultures and expanding market reach on an unprecedented scale.

REVOLUTIONIZING POST-PRODUCTION AND VISUALS

While AI offers tantalizing potential, particularly in content generation, it also presents a dual-edged sword for creators. AI-generated content could potentially distract viewers from human-made productions, raising questions about authenticity and artistry. However, its current most impactful application lies in enhancing, rather than replacing, the creative process.

Tools like OpenAI’s Sora and Google’s Veo are pushing the boundaries of video generation, yet the dream of studio-caliber footage at the push of a button for all remains a distant reality. Nonetheless, AI has already made significant inroads into Hollywood’s post-production workflow. Studios are leveraging AI tools such as Runway to streamline complex visual effects (VFX) tasks. This year’s Oscar nominees have even seen AI used in their post-production, signaling a mainstream acceptance of the technology within the industry’s highest echelons. Netflix co-CEO Ted Sarandos articulates a key benefit: AI can democratize advanced visual effects. Historically, sophisticated techniques like de-aging were exclusive to massive budgets. With AI-powered tools, smaller projects can now access “big VFX on screen,” allowing independent filmmakers and smaller studios to achieve production values previously unattainable. AI is not just cutting costs; it’s enhancing creative possibilities, making once-impossible visuals achievable for a broader range of productions.

NAVIGATING THE AI-DRIVEN WORKFORCE SHIFT

The rapid integration of AI across the media and entertainment sectors inevitably sparks questions about its impact on the workforce. While some roles may evolve or diminish, AI is simultaneously creating a demand for new skills and entirely new job functions. Understanding this evolving landscape is critical for professionals looking to future-proof their careers.

JOBS AT RISK IN THE MEDIA SECTOR

The nature of AI, particularly its ability to automate repetitive, data-intensive, or low-creativity tasks, means that certain job functions within media are more susceptible to disruption.

Entry-Level Content Creation/Aggregation: Roles focused on generating basic news summaries, sports scores, market updates, or simple social media posts based on existing data can be increasingly automated by generative AI.

Basic Translation and Localization: While AI improves global reach, roles solely focused on straightforward, word-for-word translation or basic dubbing that lacks nuanced cultural understanding might see reduced demand as AI tools become more sophisticated.

Data Entry and Manual Data Analysis: Any job involving the manual input or basic analysis of large datasets for content tagging, audience segmentation, or performance tracking could be largely taken over by AI-powered analytics platforms.

Standard Quality Control/Proofreading: Automated systems can quickly identify and correct grammatical errors, factual inconsistencies (within defined parameters), or technical glitches in video and audio, potentially reducing the need for extensive human oversight in these areas for routine tasks.

Basic Production Support: Tasks like organizing digital assets, scheduling simple events, or initial video compilation based on templates might be streamlined by AI-powered tools.

It’s important to note that “at risk” does not always mean “eliminated.” Often, these roles will transform, requiring individuals to manage AI systems rather than perform the tasks manually, or to focus on the more complex, creative, and human-centric aspects of their jobs.

EMERGING ROLES IN THE AI ERA

For every job altered or diminished by AI, new opportunities are arising, particularly in areas that leverage AI’s capabilities or require uniquely human attributes.

AI Ethicists and Governance Specialists: As AI becomes more powerful, there will be a critical need for experts who can establish ethical guidelines, ensure fair algorithms, and manage the responsible deployment of AI in content creation and distribution.

Prompt Engineers and AI Content Strategists: These roles will involve developing the precise commands and strategies to get the best creative and analytical output from AI models, effectively acting as “AI whisperers” for content generation and marketing.

AI Tool Integrators and Workflow Designers: Professionals who can seamlessly integrate AI tools into existing media workflows, optimize processes, and train teams on new AI-powered systems will be in high demand.

Data Scientists and Machine Learning Engineers (Media Focus): With the explosion of data generated by personalized experiences, experts in data analysis, algorithm development, and predictive modeling will be essential for understanding audience behavior and optimizing content strategies.

AI-Enhanced Creative Roles: Rather than replacing creatives, AI will augment their abilities. Roles such as AI-assisted editors, virtual set designers, and generative content producers will emerge, where humans use AI as a powerful co-pilot to accelerate and innovate their artistic endeavors.

Human-in-the-Loop Oversight: As AI automates more, roles focused on monitoring, refining, and providing crucial human judgment for AI outputs (e.g., supervising AI-generated news, curating AI-recommended content) will become vital.

Interactive Storytellers/Experience Designers: AI’s ability to personalize and adapt means new roles dedicated to designing dynamic, interactive, and truly bespoke narrative experiences for audiences.

ESSENTIAL SKILLS FOR THE FUTURE OF MEDIA

To thrive in the AI-driven media landscape, professionals must cultivate a blend of technical proficiency, critical thinking, and uniquely human capabilities.

AI Literacy and Data Fluency: Understanding how AI works, its capabilities, and its limitations is paramount. This includes a basic grasp of machine learning concepts, data interpretation, and ethical AI principles. Being able to “speak AI” will be as crucial as digital literacy.

Critical Thinking and Problem-Solving: While AI can generate answers, humans must still ask the right questions, critically evaluate AI outputs, and solve complex, ambiguous problems that AI alone cannot address. This includes identifying biases in data or AI models.

Creativity and Innovation: AI can assist in generating ideas, but true creativity – the ability to conceive novel concepts, connect disparate ideas, and craft compelling narratives that resonate deeply with human emotion – remains a distinctly human domain.

Adaptability and Lifelong Learning: The pace of technological change means that skills quickly become outdated. A commitment to continuous learning, upskilling, and reskilling will be non-negotiable.

Emotional Intelligence and Collaboration: AI lacks empathy and understanding of human nuances. Roles that require strong interpersonal skills, effective collaboration, negotiation, and deep audience insight will become even more valuable.

Ethical Reasoning: As AI becomes embedded in content creation and distribution, the ability to navigate complex ethical dilemmas related to misinformation, bias, privacy, and intellectual property will be critical.

Domain Expertise: Deep knowledge of media industry trends, audience psychology, and storytelling principles will enable professionals to leverage AI effectively, ensuring technology serves creative and business goals rather than dictating them.

CONCLUSION

The question of whether AI will “kill” TV or make it smarter is increasingly being answered with a resounding “smarter.” Artificial intelligence is not merely a disruptive force; it is an accelerant, pushing the boundaries of personalization, content discovery, global reach, and creative production within the media and entertainment industries. From crafting hyper-tailored viewer recommendations to breaking down linguistic barriers and democratizing high-end visual effects, AI is fundamentally transforming how content is experienced and delivered worldwide.

However, this technological evolution brings with it a significant transformation of the workforce. While some traditional roles may face automation, a multitude of new opportunities are emerging, demanding a sophisticated blend of technical acumen, critical thinking, and uniquely human attributes. The future of media will undoubtedly be defined by the symbiotic relationship between human ingenuity and artificial intelligence. Success in this evolving landscape will hinge on the industry’s collective ability to embrace AI not as a threat, but as a powerful partner, fostering innovation, cultivating new skills, and continuously adapting to the dynamic possibilities that lie ahead. The smartest media companies will be those that learn to harness AI’s power, ensuring that the television and content of tomorrow are not only more efficient but also more compelling, personalized, and globally resonant than ever before.