Data Analysis

Warner Bros. Discovery uses AI to identify and optimize ad break placement within HBO content on Max, which historically lacked natural commercial breaks. CEO David Zaslav confirmed this practice publicly in May 2024.

Details

Zaslav stated in WBD's Q1 2024 earnings call that AI is used to identify and optimize ad break opportunities in HBO content, which does not have natural ad breaks built in. This enables the company to insert ads into its premium ad-light tier content. The specific AI system or vendor used was not publicly disclosed.

Products affected

MaxHBO

Sources & Evidence

News Article

CEO David Zaslav On How Warner Bros. Discovery Is Using AI

Next TV / Broadcasting+Cable·May 2024

https://www.nexttv.com/news/ceo-david-zaslav-on-how-warner-bros-discovery-is-using-ai

Other practices by Warner Bros. Discovery

ProductivityWBD Sports Europe deployed Cycling Central Intelligence (CCI), a generative AI platform built with Amazon Web Services, to help commentators and production teams instantly access rider profiles, race histories, and performance statistics during live UCI Mountain Bike World Series events. The platform launched in April 2025.OtherWarner Bros. Discovery integrated KERV's AI technology into its Max ad platform in November 2024, launching two ad products: 'Shop with Max,' which identifies objects in on-screen content and pairs them with advertiser products via QR code, and 'Moments,' which uses audio and visual analysis to match ads to thematically relevant content segments.RecommendationWarner Bros. Discovery uses machine learning to personalize the content each subscriber sees on Max, surfacing shows and movies based on individual viewing history, regional engagement trends, and other signals. A machine learning ranking model scores content candidates and dynamically assigns them to spots on the streaming interface, with editors retaining the option to override.

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