The living room screen is no longer just a place to watch—it’s becoming a place to interact, discover, and shop. Smart TV platforms are evolving into powerful commercial engines, blending entertainment with AI-driven personalisation and next-generation shoppable ad formats. For viewers, this means more relevant content and offers. For advertisers and brands, it’s a revolution in audience engagement.
Artificial intelligence is quietly rewriting the playbook for how we consume TV. Recommendation engines now use AI models to learn a household’s viewing patterns, preferred genres, and even the time of day people watch. Instead of browsing endless menus, viewers are greeted with content tailored to their tastes—sometimes with uncanny accuracy.
Smart TV personalisation is moving from basic targeting to a true one-to-one experience. AI systems can identify subtle preferences, like a viewer’s interest in a certain actor, style of music, or sports team. This data allows streaming platforms to dynamically adjust everything—from the artwork used to promote a show to the ads shown during an episode.
Perhaps the most exciting innovation is the rise of shoppable ads. Using QR codes, on-screen product carousels, and integrated “buy now” options, viewers can purchase items without leaving the comfort of their couch. This merges entertainment and e-commerce in a way that feels seamless.
With the rise of AI, Silicon Valley is going all in on a new generation of startups that promise to radically change how products are made and sold. This time, they’re backing founders with tech chops and are more patient in helping them grow.
Phia, a shopping app that lets users compare prices across sites for both used and new items,was founded by Phoebe Gates, daughter of Bill and Melinda Gates, and Sophia Kianni. The platform, which launched in April, uses AI to help consumers find and compare prices on visually similar items.
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