NBCUniversal deployed 'Contextual Targeting in Live,' an AI-powered tool that continuously scans live broadcast content in real time and automatically aligns an advertiser's ad creative with the most contextually relevant moments during live programming such as sports. The tool was in beta on video-on-demand content as of December 2025 and is planned to expand to live digital streams in 2026.

The system uses AI to analyze live content for emotional and contextual signals — for example, identifying a game-winning moment in a sports broadcast — and then triggers delivery of a contextually matched ad. NBCUniversal describes this as completing its 'targeting trilogy' alongside identity graph targeting and ad format innovation. The live version applies only to digitally distributed linear feeds (such as Peacock streaming), not traditional cable or satellite broadcasts. In beta testing on VOD content, brands reported increases in engagement and favorability.