LightBoxTV Partners on AI R&D Initiative to Advance TV Advertising

LightBoxTV is leading an ambitious initiative in AI-driven TV advertising through a strategic partnership with AI consultancy Xenet. The joint R&D initiative focuses on enhancing campaign planning, optimisation, and measurement across linear and connected TV (CTV).

Leveraging AI as a natural extension of LightBoxTV’s proven technology, the project aims to deliver smarter, data-driven decision-making and meaningful results for advertisers.

“The industry has barely scratched the surface of AI’s potential,” said Mark Giblin, CEO of LightBoxTV. “We should be excited about the opportunities AI presents, not just for efficiency, but for fundamentally transforming how we plan, execute, and optimise TV campaigns. This isn’t about AI for AI’s sake; it’s about improving decision-making, anticipating audience behaviour, and maximising media investments in real time.”

In collaboration with Xenet, LightBoxTV is developing predictive intelligence, dynamic campaign optimisation, advanced cross-platform attribution, and deep, automated post-campaign insights that seamlessly integrate back into the planning process. These innovations are already being tested in live environments with selected alpha partners, ensuring tangible benefits and measurable impact prior to wider rollout.

Transparency, explainability, and fairness remain central to LightBoxTV’s approach, ensuring advertisers retain control while benefiting from AI-driven insights and efficiency. “AI should empower, not replace, human decision-making,” added Andrew Olowude, CTO at Xenet.

Through this initiative, LightBoxTV is driving the development of Agentic AI — intelligent systems capable of evolving, learning, and adapting in real time. These self-optimising and responsive technologies will redefine how brands engage audiences in an increasingly fragmented media landscape.

LightBoxTV’s platform, already providing a unique foundation for sophisticated, algorithm-driven campaign planning and execution, is ideally positioned to integrate these new AI advancements rapidly, empowering advertisers with actionable intelligence and enhanced planning capabilities.

To learn more about upcoming developments or explore collaboration opportunities, please contact us.