Sinclair Broadcast Group on Tuesday said it would start employing artificial intelligence to power how it will deliver ads to you.
The company, which owns or operates 186 television ABC, NBC, CBS, and FOX stations around the country, is working with AI company Futuri, which will be supplying its TopLine tool, which is designed to help with local ad sales. The tool is supposed to offer real-time updates and track trending items, allowed for more effective targeted ads at the right time.
The AI assistance could help boost advertising at a time when marketing budgets are still tight and the broadcast industry wrestles is still wrestling with fewer viewers as attention gets split elsewhere. For viewers, this could mean local ads that are more relevant to their interest and needs.
It’s the latest implementation of AI, which is all the rage since ChatGPT blew up a year ago and got people thinking about the ways the technology could change their lives. Since then, companies — tech and otherwise — have been racing to figure out how to apply AI to their business, with some simply jumping on the AI buzzword for attention.
Sinclair hopes this tool will help its sales team seek new advertisers and bolster relationships with existing ones.
“We are thrilled about our partnership with Futuri and the integration of TopLine® into our sales operations,” said Ryan Moore, senior vice president and chief revenue officer of Sinclair Inc, the parent of Sinclair Broadcast. “This technology not only equips our sales team with cutting-edge tools and a competitive edge to engage new advertisers, but it also empowers them to spend more quality time with our clients, enhancing our relationships and driving our sales strategy forward.”
“Sinclair’s forward-thinking ethos perfectly complements our vision at Futuri, setting the stage for exciting developments in media technology and audience engagement,” said Futuri CEO Daniel Anstandig.