AI Usage at a Glance
Timeline
May 4, 2023
ProductivityPractice documented: Paramount uses AI to localize video content into other languages, including AI-powered dubbing tools, which the company's CFO confirmed in May 2023 produces 'very, very compelling economics.' A Paramount subsidiary, Ananey Studios, uses the AI platform Deepdub to produce multilingual trailers for international distribution.
Practice DocumentedView practice →Apr 5, 2024
OtherPractice documented: Paramount integrated Shopsense AI's retail media platform into its broadcasts and streaming content, allowing viewers to use a second-screen device — such as a smartphone — to shop for products inspired by what they see on screen. The partnership launched in April 2024 with the CMT Music Awards as the first event.
Practice DocumentedView practice →Apr 19, 2024
OtherNew evidence: Paramount is leaning into AI-enabled shoppable TV
Evidence AddedView practice →May 1, 2024
Creative GenPractice documented: Paramount+ integrated Adobe Firefly generative AI into its marketing workflow to create personalized promotional images for fans during social media campaigns, including activations for the 2024 film IF and a 2025 campaign called Fan Frontier. Human designers remained in the loop to manage and refine AI-generated outputs.
Practice DocumentedView practice →Jul 1, 2024
Creative GenPractice documented: Paramount offers small and medium-sized businesses a self-service tool called Paramount Ads Manager that uses generative AI, powered by partner Waymark, to automatically create connected TV video ads from a business's website content. The tool launched in July 2024 and is available on Paramount+ and Pluto TV.
Practice DocumentedView practice →Jul 17, 2024
Creative GenNew evidence: Paramount Ads Manager Brings TV and AI to Smaller Businesses
Evidence AddedView practice →Jul 22, 2024
Creative GenNew evidence: Paramount Advertising Brings AI-Generated Ads to Pluto TV, Paramount+
Evidence AddedView practice →Sep 11, 2024
OtherNew evidence: Shopsense AI Shoppable Lens Debuts at the 2024 MTV Video Music Awards
Evidence AddedView practice →Feb 25, 2025
Creative GenNew evidence: Waymark Expands Deal With Paramount To Include 27 CBS-Owned Stations
Evidence AddedView practice →Jun 9, 2025
RecommendationPractice documented: Paramount+ deployed AI-driven recommendation engines on its streaming platform that analyze viewer behavior and viewing history to suggest personalized content. Paramount CEO David Ellison confirmed in November 2025 that AI will shape search, recommendation, and discovery on the platform going forward.
Practice DocumentedView practice →Jul 15, 2025
ProductivityNew evidence: Deepdub's AI localization tools unlock business opportunities for Paramount's Ananey Studios
Evidence AddedView practice →Oct 29, 2025
Creative GenNew evidence: Paramount+ uses Adobe Firefly to power Fan Frontier campaign
Evidence AddedView practice →Dec 15, 2025
ProductivityPractice documented: Paramount deployed an internal AI bot that connects employee knowledge bases to company workflows, automatically routes unresolved questions to the right support team, and reduced the number of internal support tickets. As of December 2025, Paramount operates approximately 40 different AI tools across its business users.
Practice DocumentedView practice →Dec 15, 2025
RecommendationNew evidence: How Paramount flipped the script on AI adoption
Evidence AddedView practice →Recent activity
Paramount+ deployed AI-driven recommendation engines on its streaming platform that analyze viewer behavior and viewing history to suggest personalized content. Paramount CEO David Ellison confirmed in November 2025 that AI will shape search, recommendation, and discovery on the platform going forward.
Multiple sources, including the Andela customer story and Paramount's CEO during a Q3 2025 earnings call, confirm that AI and machine learning algorithms are integrated into the Paramount streaming platform to power content recommendations. The CEO stated that 'frontier technology, working with more traditional machine learning is going to really impact how things like search, rec and discovery work on platform.' Separately, a secondary source reports that Paramount+ uses generative AI to curate themed content collections for children — such as Space Exploration — by surfacing lesser-known library titles, with human editors validating final recommendations.
Paramount integrated Shopsense AI's retail media platform into its broadcasts and streaming content, allowing viewers to use a second-screen device — such as a smartphone — to shop for products inspired by what they see on screen. The partnership launched in April 2024 with the CMT Music Awards as the first event.
Shopsense AI announced Paramount Global as its inaugural launch partner in April 2024. The platform uses AI to curate product collections inspired by specific shows, movies, and live events, letting viewers browse and purchase items via a mobile storefront without interrupting the viewing experience. The Shopsense AI Lens, debuted at the 2024 MTV VMAs, uses image recognition to let viewers photograph on-screen fashion and be matched to shoppable products. Paramount's SVP of Advertising Leo O'Connor confirmed the partnership in a press release. Walmart was the first retail partner in the pilot program.
Paramount uses AI to localize video content into other languages, including AI-powered dubbing tools, which the company's CFO confirmed in May 2023 produces 'very, very compelling economics.' A Paramount subsidiary, Ananey Studios, uses the AI platform Deepdub to produce multilingual trailers for international distribution.
Paramount CFO Naveen Chopra disclosed during a May 2023 earnings call that the company was already using AI for content localization. Separately, Ananey Studios, an Israeli company and Paramount subsidiary, uses the Deepdub GO virtual AI studio to localize Israeli-produced content for global distribution, with VP of Technology Ariel Baril noting the approach accelerates distribution deals. Deepdub's platform supports over 130 languages and dialects and is reported to cut localization turnaround times by over 70 percent.
All practices by category
Paramount uses AI to localize video content into other languages, including AI-powered dubbing tools, which the company's CFO confirmed in May 2023 produces 'very, very compelling economics.' A Paramount subsidiary, Ananey Studios, uses the AI platform Deepdub to produce multilingual trailers for international distribution.
Paramount deployed an internal AI bot that connects employee knowledge bases to company workflows, automatically routes unresolved questions to the right support team, and reduced the number of internal support tickets. As of December 2025, Paramount operates approximately 40 different AI tools across its business users.
Paramount+ integrated Adobe Firefly generative AI into its marketing workflow to create personalized promotional images for fans during social media campaigns, including activations for the 2024 film IF and a 2025 campaign called Fan Frontier. Human designers remained in the loop to manage and refine AI-generated outputs.
Paramount offers small and medium-sized businesses a self-service tool called Paramount Ads Manager that uses generative AI, powered by partner Waymark, to automatically create connected TV video ads from a business's website content. The tool launched in July 2024 and is available on Paramount+ and Pluto TV.
Cite this record
Trace Foundation. (2026). Paramount Global: documented AI practices (data as of 2026-05-11) [Data set record]. AI Trace. https://www.aitrace.org/r/company/d3632d7b-7631-4abc-b50d-d7eed540f664. Accessed September 6, 2026.
- Stable link
- https://www.aitrace.org/r/company/d3632d7b-7631-4abc-b50d-d7eed540f664
- Data as of
- May 11, 2026
- Last verified
- May 11, 2026
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