You can’t talk about marketing in 2025 without mentioning AI. It’s transforming nearly every function and channel, and Performance TV is no exception. From streamlining campaign management to enhancing audience targeting, AI is turning CTV advertising into a smarter, faster, and more efficient channel for brands.
In fact, more than half of marketers (52%) believe AI will be the biggest trend in Performance TV this year. And unlike in previous years, when skepticism around AI’s role in marketing was high, concerns seem to be fading — only 28% of marketers now cite AI as a stressor.
Instead, they’re leaning into the benefits, using AI to create ads, optimize budgets, and predict campaign outcomes with greater precision than ever before.
Let’s break down 5 key ways AI is reshaping Performance TV in 2025 (and beyond).
Traditionally, producing high-quality video ads was time-intensive and expensive. AI is changing that. Today, generative AI tools can assist in:
This means marketers can quickly iterate on their messaging, test different creatives, and personalize ads for specific audience segments — all without overburdening their teams.
Take, for example, an activewear brand running a CTV campaign. Using AI, they can generate multiple versions of an ad featuring different workout styles — whether it’s yoga, weight lifting, or running — and target audiences based on user behavior. If data shows that younger audiences engage more with high-intensity workouts while older demographics prefer low-impact exercises, AI can automatically adjust creative elements to optimize engagement.
AI is transforming audience segmentation by moving beyond broad demographic categories to pinpoint high-intent audiences with precision. By processing vast amounts of first- and third-party data, AI helps advertisers reach the right viewers at the right time.
Lookalike modeling, powered by AI, allows brands to find new customers who closely resemble their best-performing audiences. Meanwhile, contextual AI ensures that ads appear in the most relevant and brand-safe environments, enhancing engagement and mitigating ad waste.
And with a programmatic Performance TV platform like tvScientific, marketers gain access to over 15,000 unique audience segments based on online/offline behavioral data, demographics, geography, and other custom attributes — allowing for more strategic and effective targeting.
Beyond behavioral targeting, AI is enabling new levels of contextual targeting. AI-driven engines can analyze video content for sentiment and subject matter, ensuring that ads are placed in environments that align with brand values and campaign goals — even on channels without logged-in users, like FAST services.
AI is making media buying more efficient, too. AI-powered algorithms can analyze historical performance data, real-time bidding trends, and audience behavior to optimize ad spend dynamically.
Predictive AI is playing a particularly crucial role here. Rather than relying on static budget allocations, marketers can leverage AI to forecast which placements, times, and audiences will yield the best results. This kind of automation ensures that every ad dollar works harder, reducing waste and maximizing ROI.
Plus, by analyzing device and platform-level data, AI can identify ideal placement opportunities based on factors like viewer attention, location, and time of day.
For instance, a retail brand promoting a limited-time sale could use AI to track shopper behavior across devices and determine that conversions spike right after payday. AI can then automatically shift budget toward these high-intent moments, ensuring the brand’s ads appear when consumers are most likely to make a purchase.
Performance marketers need clear, actionable results, and AI is making measurement more precise than ever. AI-driven attribution models help marketers understand the true impact of their Performance TV campaigns, using cross-device tracking, real-time reporting, and machine learning-powered optimization.
With AI-powered reporting dashboards like tvScientific, millions of data points can be analyzed instantly, delivering insights that once took days or weeks to compile. This allows marketers to adjust strategies in real time, keeping campaigns efficient and budgets optimized.
CTV advertising doesn’t exist in a vacuum. In fact, 70% of CTV viewers save products in a wishlist on their TVs to check out on another device and move seamlessly between their TVs, phones, tablets, and more. Now, AI is helping advertisers create a unified brand experience across platforms.
AI-powered device graphs link user interactions across smart TVs, mobile devices, and desktops, ensuring consistent messaging and reducing ad fatigue with frequency-capping strategies.
For example, a consumer who views a CTV ad for a new sneaker launch might later see a follow-up ad on their mobile device featuring a direct purchase link. AI-driven orchestration ensures that the right message is delivered at the right time, maximizing engagement and conversion potential.
AI is revolutionizing Performance TV by enhancing ad creative, optimizing targeting, and improving media efficiency. While human oversight remains essential, AI-driven automation is helping brands scale campaigns faster and with greater precision than ever before.
See how our AI-powered technology can streamline your brand’s Performance TV campaigns. Book a demo of tvScientific to see how it works.