Artificial Intelligence (AI) is transforming multiple industries and Connected TV (CTV) is no exception. Below, we will explore how AI is improving the consumer experience in Latin America backed by data and experts. 

How does AI improve the consumer experience with CTV? 

Artificial Intelligence (AI) is transforming multiple industries and Connected TV (CTV) is no exception. Artificial Intelligence's ability to analyze large amounts of data and deliver personalized experiences is revolutionizing the way consumers interact with CTV content. 

AI and CTV: What are they and how do they work? 

AI allows us to analyze large volumes of data to better understand our audience's behavior and preferences, while CTV offers a dynamic and immersive platform to interact with consumers. 

Below, we will explore how AI is improving the consumer experience in Latin America backed by data and experts. 

Content personalization 

One of the main ways AI is improving the CTV experience is through content personalization. According to an article published by communications provider Net2Phone in 2024, AI makes it possible to reach users in a personalized way, through dynamic content that adapts to factors such as weather, day of the week or time of day, which not only increases user satisfaction, but also increases viewing time and platform loyalty. 

According to Net2Phone, 60% of consumers say they would buy again after a personalized shopping experience.  

Improved audience targeting 

Accurate audience targeting is essential to the effectiveness of CTV advertising. AI allows advertisers to create detailed viewer profiles and target highly specific ads.  

The digital trends report addressed at the IAB Mixx workshop in Peru a week ago highlights how artificial intelligence uses demographic, behavioral and location data to show relevant ads to users at the right time. This precision targeting significantly improves return on investment (ROI) for advertisers. 

According to Comscore's research, in 2023 more than 50% of Peruvians were CTV users, representing a 35% growth compared to 2022. In addition, 40% dedicated between 2 to 6 hours a week to the screen and 76% watched at least one chapter / full movie every time they use CTV. 

According to their estimation, this year's study will present a 10% increase due to sporting events such as the Copa America, the Euro Cup or the Olympic Games. 

Interactive experiences 

Interactive experiences are another area where AI is making a huge difference. According to information published by Google, automatic content recognition (ACR) technology allows viewers to interact with ads in more meaningful ways. For example, users can click on an ad to learn more or even make a purchase directly from their TV.  

These interactions not only enhance the experience, but also provide valuable data to advertisers about the effectiveness of their campaigns. 

According to Google, it is estimated that digital video will overtake linear TV in the next 5 to 10 years, as streaming content consumption increased by more than 141% between 2014 and 2020. 

Real-time optimization 

AI's ability to analyze data in real time allows CTV platforms to continuously adjust and optimize their strategies. This includes ad targeting, content personalization and ad inventory management.  

Real-time optimization ensures that viewers receive the most relevant and engaging content, which in turn enhances their viewing experience and increases the likelihood that they will respond positively to ads. 

Conclusion 

AI is redefining the consumer experience in CTV, providing unprecedented personalization, improving audience segmentation, and delivering interactive experiences and real-time optimization.  

At Kivi, we are innovating with the integration of AI and CTV to transform the way brands interact with their audiences. This synergy not only improves the user experience by making ads more engaging, but also provides brands with accurate metrics to optimize their ad campaigns.  

With Kivi, the future of CTV is smarter, personalized and effective.