Predictive, generative, agentic. These might be fairly new words, yet they already resonate and are immediately recognisable. Artificial Intelligence is turning the media landscape on its head, from powerful prediction planning tools to cutting-edge creative tech and innovative solutions to buy and optimise ad campaigns. AI is fundamentally reshaping the industry.

A good example is Values Media, an independent media agency based in France, which recently completed a full TV campaign buying via agentic AI.

We’re only scratching the surface, but the implications are huge and profound. In this episode, we talked to Emmanuel Crego, Values Media Group Managing Director to talk about his perspectives and what the future potentially holds for the media industry.

Today’s marketing environment is shaped by a vast and fragmented array of channels and platforms that are all competing for attention and budget. This complexity has made media buying more challenging, requiring marketers to carefully navigate a crowded space while balancing reach and effectiveness. The real difficulty doesn’t just come from choosing the right platforms - it’s ensuring that every decision supports overarching strategic objectives, from boosting immediate conversions to building lasting brand loyalty.

Artificial Intelligence is becoming a game-changer in this space, providing innovative tools to simplify decision-making and enhance campaign performance. It might only be a two letter acronym, but A.I. is profoundly transforming everything that we do and how we do it. In this new episode of MediaTalks, we spoke to David Dworin, Chief Product Officer at FreeWheel, to discuss his views on the impact of AI in our industry and the opportunities it can bring.

In this special episode of Media Talks, recorded on the sunny FreeWheel beach in Cannes, we talked to Philippe Boscher, Head of Digital Marketing, Data, Research, Addressable TV & Innovation at TF1 Publicité.

As TV continues to transform and trail into more performance driven outcomes, Philippe shares some of TF1's latest advancements from a new distribution strategy with Netflix, to a new measurement piece through co-viewing, and the rise and impact of retail media.