AI in advertising and ad sales
Quick access
The AI-powered transformation
AI is rapidly transforming the media and advertising ecosystem, creating new opportunities for TV/video and radio/audio companies to strengthen their commercial capabilities, enhance operational efficiency and deliver greater value to their clients and audiences alike.
From smarter audience insights and campaign optimisation to automated sales workflows, inventory management, content intelligence and creative innovation, AI is reshaping every stage of the advertising value chain while opening new revenue opportunities for premium media.
egta’s work
Across its activities, egta supports members in navigating this transformation holistically. Through events, working groups, benchmarking initiatives, and advocacy, egta provides a collaborative platform to share best practices, assess market developments, and shape the future of AI in ad sales and media monetisation.
Access conditions
Access to the AI-related materials listed on this page is open to egta member companies. You need to be logged in to access the files. If you are an egta TV member and you are logged in but you cannot download the files, please contact the egta team.
egta’s AI Community
egta’s AI Community brings together experts from egta member TV/video and radio/audio sales houses to exchange practical knowledge, use cases, and strategic perspectives on AI in media monetisation. The community serves as a collaborative forum where members explore concrete applications across the value chain, while addressing shared challenges such as tech and business integrations, standardisation, and governance.
Through monthly meetings, dedicated working sessions, and ongoing knowledge-sharing, the AI Community enables members to benchmark approaches, identify emerging opportunities, and accelerate adoption in a responsible and business-driven way.
AI Community focus areas
AI for ad sales, inventory, yield & commercial optimisation
- Self‑serve and automated buying
- Sales agents
- Integrations with buying‑side tools and environments
- Inventory allocation (direct vs programmatic)
- Yield & pricing forecasting
- Demand/supply prediction
- Sales optimisation and portfolio analysis
- AI‑assisted sales enablement and pitch preparation
- AI‑enhanced SMB ad‑sales funnels
AI for data, audience segmentation, targeting & campaign performance
- Data platforms and data infrastructure as enablers
- Audience segmentation & forecasting
- Targeting, contextualisation, metadata extraction
- Campaign setup, optimisation, and delivery
- Churn prediction and lifecycle scoring Lifecycle / CRM journey orchestration as DCO‑adjacent / orchestration
- Reach/frequency prediction, classification, DCO‑adjacent
AI‑powered creative, formats & content intelligence, UX, accessibility, user support
- AI‑enabled spot creation
- GenAI for video/audio/display creatives
- Creative analysis, classification, testing
- Special formats and creative optimisation
- AI for UX / recommendations / personalisation
- AI for accessibility features
- User/customer support agents/tools
- AI‑powered news and information formats (AI radio, AI readers, synthetic anchors).
- AI for localisation (dubbing, TTS, translation)
AI for insights and reporting
- Advanced analytics and reporting agents/tools
- AI‑driven insights and reporting agents/tools
- LLM‑based insight copilots – for external client reporting
AI for internal productivity and workflows
- Internal AI copilots
- Workflow/process automation
- Knowledge management & internal search
- AI‑enabled HR, training and onboarding” – assistants for training, HR agents, AI learning tools
Next meeting
The next online meeting of the AI Community will take place on 16 September at 15:00 CEST.
The AI Community meetings are open to egta members only!
Learn more
Are you an egta member interested in joining the AI Community?
Contact us
AI Community & AI Forum
[Past events: presentations and recordings]
16/06/2026 - 18/06/2026
Brussels
This event will explored the practical and strategic implications of AI across the ad sales value chain, with a focus on how TV and audio companies can leverage AI to drive revenue growth, optimise operations, and strengthen their competitive position in an increasingly automated advertising ecosystem.
21/05/2026
Online
The third AI Community meeting focused on the use of AI for data, audience segmentation, targeting, and campaign performance. The event featured cases from Mediaset España / Publiespaña, RTL Croatia and Prima.
22/04/2026
Online
The second meeting of the AI Community focused on the use of AI for ad sales and featured three case studies from Talpa (NL), Prima TV (CZ) and France Télévisions Publicité (FR).
18/03/2026
Online
The first meeting of the AI Community featured the presentation of results of a survey run by egta among its members on the use of AI across their business operations as well as expert input from the group facilitator Jon Block (Syllepsis).
Teaching machines what TV and audio are worth
AI is only as powerful as the knowledge that feeds it. Increasingly, AI-powered ad-buying systems are becoming structurally biased toward short-term, easily quantifiable performance signals, which may ultimately lead to the devaluation of TV and audio within the media mix.
To address this challenge, egta is working closely with Syllepsis to surface high-quality, trusted and relevant data about Total TV and audio. The objective is to help egta members build a new data and knowledge architecture that can effectively feed AI-powered buying systems, enabling them to better understand the value that TV/video and radio/audio bring in driving both short- and long-term business results for brands.
Learn more
- Watch Syllepsis’s presentation at egta’s CEO Summit 2026 (access for egta members only): click here.
- Are you interested in egta/Syllepsis initiative? Contact us.