From Hype to Impact: AI's Real Role in Media & Advertising

AI is showing up across media and advertising workflows, but most organizations are still asking the same question:

Where does it actually create value?

In this webinar, leaders from Comcast Technology Solutions, Comcast Advertising, and NBCUniversal discuss how AI is being applied today across content operations, metadata management, contextual advertising, audience measurement, and campaign optimization.

Watch the discussion to learn where AI is helping teams work more efficiently, improve advertising outcomes, and create better viewer experiences.

In this webinar, you'll learn:

Where media companies are seeing measurable returns from AI today
How AI supports content operations and metadata workflows
Why contextual advertising continues to gain momentum
How measurement and attribution are evolving
What agentic workflows could mean for buyers and sellers
Why transparency and trust remain critical to adoption
How organizations can move AI projects from pilot programs into production

Frequently asked questions

AI is being used to automate content workflows, enrich metadata, improve content discovery, support contextual advertising, optimize audience targeting, and generate insights from large data sets. These applications help media organizations improve efficiency while creating better experiences for viewers and advertisers.

Contextual advertising matches advertisements with relevant content environments rather than relying solely on audience identifiers. AI helps scale contextual advertising by analyzing video, audio, imagery, and metadata to better understand the content surrounding an ad opportunity.

Metadata helps describe content and provides the information needed for search, recommendation, personalization, advertising, and analytics systems. AI can automatically enrich metadata, helping organizations improve accuracy and scale content operations more efficiently.

Speakers

Stephan Roberts (Moderator)

Product Manager, Sports360 & Fan Engagement Solutions

CTS

Martin Webb

Senior Director, Product Management

CTS

Mike Fisher

VP Solutions

NBCUniversal

Travis Flood

Executive Director of Insights

Comcast Advertising

From Hype to Impact: Where AI is Delivering Real Value in TV Advertising