The Future of TV Advertising global 2025: The AI effect

At the Future of TV Advertising Global, held at Kings Place on the 9 and 10 December 2025, several TV experts joined The Media Leader at The Studios to highlight the role of AI in reshaping the industry.

Watch the video below:

James Rooke, president, Comcast Advertising

Rooke highlighted how despite excitement, its “very very early days” for AI.

He added: “My belief is that AI is going to be an accelerant and a tailwind not a headwind for the big media companies.”

However, Rooke acknowledged the capabilities the technology has in simplifying the buying experience and for proving outcomes within TV.

“It will shine a light on premium video in a way that will demonstrate it’s true performance power,” he said.

Aliya Paracha, insight controller, Sky Media

Paracha underlined AI’s role in enabling targeting of different demographics and achieving greater reach.

Molly Brown, investment director, UM

Brown was optimistic about the new AI era, arguing for its place in taking on laborious tasks and making more room for teams to carry out creative work.

Peter Field, effectiveness expert

Field takes a skeptical stance on AI, underlining how its creative capabilities are “overhyped.”

However, he outlined its role in helping teams to turn creatives around quickly or adjusting targeting.

“But it has to be smart,” Field added.

Paola Colombo, chief digital officer, MFE Advertising

Colombo underlined the translation capabilities of AI and the opportunities this may bring in reaching audiences in different countries in a cost effective way.

Mark Frain, CEO, Foxtel Media

Frain said: “It will make the connectivity and stickiness of advertising products even tighter.”

Thomas Servatius, co-CEO, Smartclip

Servatius predicted the launch of AI products in 2026, however stated the “full impact of AI won’t be seen until one or two years later.”

Lina Angelides, managing partner, head of digital planning, OMD UK

Angelides exemplified the strength of algorithmic learning within subscription video on demand (SVOD) in recommending content that aligns with viewers, she maintained how with AI “this same type of learning will become more available to advertisers to help better place ads.”

Steve Reynolds, CEO, Imagine Communications

Reynolds highlighted AI’s use in automating time consuming tasks. He added: “That’s going to mean more efficiency.”

Richard Broughton, executive director and co-founder, Ampere Analysis

Broughton acknowledged the possibility of an influx of AI generated video content hitting the market. However, he outlined how “I don’t think supply of content has ever been an issue, so quality will remain a differentiator.”