NEW YORK CITY — Warner Bros. Discovery unveiled a suite of interactive, AI-powered advertising products and previewed an upcoming programming slate at its upfront presentation at Madison Square Garden in New York City. The company said the updates are intended to make ads more interactive, personalized, and measurable across streaming, linear TV, digital, and social environments.

Among the advertising announcements were shoppable ads that appear onscreen when programming is paused and an integration with Kerv.ai that enables advertisers to match ads with specific scenes in shows and movies. Television and streaming ads have historically been sold at the programming, genre, or audience level rather than at the moment- or scene-level.

The company is also upgrading its dynamic creative offering by linking it to its Brand Block product, and plans to allow brands to use AI agents to deliver messages based on real-time signals indicating audience interests. Warner Bros. Discovery is investing in tools to support real-time campaign optimization rather than solely post-campaign measurement.

Advertisers will soon have access to a centralized dashboard providing on-demand views into performance across linear, streaming, and digital, with tools for tweaking campaigns while they are running. The announcements reflect the industry's shift from demographic-based targeting to AI-supported contextual advertising approaches, as the company develops tech-driven ad products to compete for advertising budgets against platforms such as Meta and Amazon.

Warner Bros. Discovery also unveiled a cross-channel program called Unbreakable that includes opportunities such as live polling, debates, social engagement, interactive features, and incentives including exclusive access and rewards.

The forthcoming programming slate presented at the upfront includes 98 new series and new episodes of nearly 130 returning titles. Among the new projects are a Rick and Morty spinoff starring Keith David called President Curtis, the Discovery Channel Shark Week addition KPop Shark Heroes, and a new true crime docuseries produced by Shaquille O'Neal.

O'Neal appeared onstage at the Manhattan event. Surprise celebrity appearances also included Anderson Cooper, M. Night Shyamalan, and Terry Crews.