Experts Say TV Advertising Will Get an AI-Driven Reset in 2026

AI was all the rage in presentations at 2025’s TV upfront week, and throughout the year, publishers have worked to deliver on lofty promises—bringing more targeted virtual product placement, AI-generated creative to get advertisers closer to content, and contextual targeting to reach consumers in real-time.

So where does the industry go from here?

As ADWEEK’s end-of-year wrap-up continues, we spoke with ad sales chiefs and senior buy-side and sell-side media executives to hear how they think AI will change the TV and media landscape in 2026.

Here’s what they had to say:

How AI will affect TV advertising in 2026

Jay Askinasi, chief revenue officer, Paramount Skydance: AI will be the engine behind smarter monetization—especially unlocking commerce-driven capabilities for small and medium-sized marketers.