BrightLine, a leader in interactive connected TV (CTV) advertising, has announced the launch of DynamicAI, a next-generation AI learning engine built to optimize the performance of engageable CTV ads in real time.
According to the company, this launch marks a major milestone for the CTV sector, applying artificial intelligence for the first time to dynamically adjust and optimize product combinations within interactive ad formats.
“BrightLine’s goal in creating DynamicAI is directly tied to our long-held commitment and vision to maximize the effectiveness of TV-streamed ads by constantly improving the audience experience, as their expectations of TV continue to change,” said Jacqueline Corbelli, co-founder and CEO of BrightLine, in a statement.
DynamicAI is set to roll out this fall within BrightLine’s popular retail carousel format — a feature that overlays a frame during an ad, allowing viewers to browse and interact with featured products using their remote controls.
“Given that the retail carousel is one of our most popular formats and featured in 30 percent of our campaigns, it was the ideal format to first apply AI-driven optimization, maximizing ad relevance and impact,” Corbelli added.
Driven by real-time engagement data, DynamicAI continuously analyzes viewer interactions to re-sequence product combinations, ensuring that top-performing items are showcased prominently as the campaign evolves.
“We already know interactive ads prove their value, as they deliver nearly 40 percent lift in brand recall. DynamicAI is our latest step in taking performance to the next level to better understand and engage with audiences,” said Rob Aksman, president and co-founder of BrightLine, in a statement. “In an industry where AI is often more of a buzzword than a proven tool, we are focused on delivering real, meaningful outcomes. We’re committed to building a future where each of our engageable formats becomes smarter with every impression, delivering enhanced experiences for viewers and better results for brands.”
BrightLine also shared that future iterations of DynamicAI will integrate a broader range of data signals — such as time of day, program genre, regional trends, audience demographics, and device types — to further personalize the viewer experience and improve ad performance.
The use of AI in advertising is rapidly evolving. Recent research from Gartner predicts that by 2027, over 80 percent of marketing strategies will rely on generative AI for dynamic content creation*, campaign optimization, and audience segmentation. Marketers are increasingly investing in AI-driven tools not just to automate processes, but to analyze behavior in real-time, allowing for hyper-personalized messaging and improved ROI. According to a 2024 survey from the Interactive Advertising Bureau (IAB), 67 percent of brands plan to integrate AI technologies into their CTV advertising efforts within the next two years, aiming to create more responsive and tailored ad experiences.
By embedding real-time optimization into its core CTV formats, BrightLine is positioning itself at the forefront of this shift, offering advertisers a scalable way to harness AI’s predictive power to adapt instantly to consumer preferences — a crucial advantage as attention spans shorten and media consumption habits diversify.
