Paramount-Skydance CEO David Ellison Aims to Use AI to Forecast What Viewers Want

Since taking control of Paramount, Skydance has been positioning itself as a blend of media and technology, with CEO David Ellison placing a strong emphasis on artificial intelligence.

Sources say Ellison has repeatedly talked about his goal to “embrace AI” and claims the studio has developed advanced methods to analyze vast amounts of data to understand what viewers want.

He also highlights Oracle’s technological experience as a key tool to make Paramount+ more competitive, aiming to improve the user experience and elevate the streaming service’s position in the market. Where all this data comes from, however, remains unclear.

Despite Ellison’s confidence, some industry experts are doubtful. Netflix, with its highly refined algorithm and established streaming base, is seen as a tough competitor. Schuyler Moore, a partner at Greenberg Glusker, told reporters, “Studios are irrelevant; they’re on the ropes. They’re dinosaurs, and the age of dinosaurs is over. Their only move now is to consolidate, but there’s no hope even if they get bigger. They’re too late to the party.”

Ellison, however, remains ambitious. Sources familiar with his plans say he wants Paramount to expand its output significantly. The studio is reportedly aiming to increase its annual film releases from eight today to 15 by 2026, 17 by 2027, and 18 by 2028. Cindy Holland, who helped build Netflix’s original programming strategy and now leads Paramount’s direct-to-consumer division, is reportedly leading efforts to develop stronger content for the streaming service.

Analysts see Ellison’s approach as bold. Jessica Reif Ehrlich, a senior media and entertainment analyst at Bank of America Securities, says, “They clearly have a long-term point of view. They have a plan to invest in more compelling content, and they are executing on it.”

Since the takeover, Ellison has also introduced major changes at Paramount, including spending freely on acquisitions like Bari Weiss’ Substack-based news outlet, The Free Press, reportedly for $150 million. Staff and executives have been reshuffled, with top positions going to individuals holding viewpoints considered unconventional by Hollywood standards.

This includes vocal supporters of Israel, like CBS News editor-in-chief Weiss, and political conservatives, such as Paramount co-chair Josh Greenstein. Sources say remaining employees often face blunt questions about efficiency and the company’s operations under the new management.

The emphasis on AI signals a significant shift in how Paramount plans to approach content creation. By using artificial intelligence to better predict audience preferences, Ellison hopes Paramount+ can provide more tailored recommendations and make smarter decisions about which films and shows to produce.

Whether this strategy will be enough to compete with established streaming giants like Netflix remains to be seen.

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