Technology
DirecTV Launches AI-Driven Ads Featuring User Likenesses in 2026

DirecTV plans to revolutionize advertising by introducing personalized ads featuring customers’ likenesses on television screensavers in early 2026. The satellite television provider has partnered with Glance, a company specializing in artificial intelligence (AI) and interactive content. This initiative aims to convert idle TV screens into engaging, shoppable platforms that cater specifically to users of DirecTV’s Gemini streaming devices.
Through the integration of generative AI and user data, the ads will create tailored experiences for viewers. The technology allows for on-device AI processing to analyze individual viewing habits, preferences, and even facial data captured through the device’s camera. DirecTV emphasizes that users will have to opt in, with strong privacy controls in place.
According to CNET, this feature could transform how brands engage with audiences during downtime, effectively turning passive screens into active revenue generators.
Privacy Considerations and User Control
This development comes at a time when streaming services are increasingly adopting ad-supported models to counteract the trend of cord-cutting. Glance’s platform, originally designed for mobile lock-screen personalization, now extends to television, providing “shoppable visuals.” For example, an AI-generated image could show a viewer enjoying a vacation package, complete with an option to purchase the package directly.
Concerns regarding data security and consent arise with the use of personal imagery. DirecTV assures customers that all personalization features are optional and that no data will be shared without explicit permission, aligning its practices with regulations like the California Consumer Privacy Act. As noted by Ars Technica, this initiative may bolster DirecTV’s advertising revenue, which has faced challenges from competitors such as Netflix and Amazon Prime Video.
Economic Drivers and Future Prospects
The partnership with Glance signifies a strategic shift for DirecTV, which is owned by AT&T and TPG. With over 12 million subscribers, the company aims to enhance monetization efforts through hyper-targeted content. Glance claims that pilot tests have shown engagement rates rise by as much as 30% with this approach.
In addition to advertisements, the screensavers will feature trending news, weather updates, and entertainment snippets tailored to viewers’ profiles. Despite the potential benefits, consumer advocacy groups have raised alarms about the blurred lines between content and commerce, which could lead to intrusive user experiences. Reporting from The Verge highlights that while this feature is innovative, it could alienate users concerned about the role of AI in their personal spaces, reflecting ongoing debates around smart home devices.
The underlying technology employs generative AI models akin to those used in tools like DALL-E or Midjourney, optimized for real-time rendering on consumer hardware. The vice president of AI at Glance explained in a blog post how user data is synthesized with brand assets to create avatars, minimizing latency by eliminating cloud dependency.
Looking ahead, industry experts speculate that this feature could expand beyond screensavers into full programming interstitials. Coverage from Digital Trends suggests that DirecTV is positioning itself as a pioneer in AI-enhanced viewing, which may inspire competitors to adopt similar strategies. Balancing innovation with user trust will be critical, as any misstep regarding privacy could impact loyalty in this fiercely competitive market.
For brands, the incentive is clear: AI-generated advertisements can significantly reduce production costs by removing the need for human models and photoshoots while offering unparalleled personalization. DirecTV’s initiative aligns with broader trends in e-commerce, where platforms like Instagram utilize AI for targeted shopping experiences.
As reported by Engadget, the rollout will include options for users to disable the feature, addressing potential backlash. The introduction of AI-driven ads signals a new era in which AI not only recommends content but also actively incorporates users into it, fundamentally reshaping the economics of television. With increasing regulatory scrutiny on AI ethics, DirecTV’s venture could either redefine audience engagement or prompt a reevaluation of digital boundaries within households.
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