During this session, CANAL+ Brand Solutions will demonstrate how context plays a critical role in ad efficiency and will showcase how data and AI can boost attention and performance, setting the stage for a new era of TV advertising. This presentation explores the most realistic and meaningful applications of AI within the media agency environment and its potential impact on marketing productivity and effectiveness. Key trends in the development and use of AI are explored. You will hear how generative AI could change the way consumers research and purchase products, and how this technology can influence how a media agency understands audiences or creates content. We are interested in how AI can be used to manage the huge amounts of information media buyers handle.