AI‑Driven Screensaver Experience
DirecTV is preparing to introduce screensavers that display artificial‑intelligence‑generated advertisements featuring the viewer’s own face. Glance, the AI technology provider, will create personalized avatars that "analyze customer behavior, preferences, and browsing history to provide tailor‑made product recommendations," according to Glance’s VP of AI, Ian Anderson. The screensavers will also enable users to generate 30‑second videos starring their avatar, as reported by The Verge.
In addition to advertising, the new screensavers will show real‑time weather updates and sports scores, providing a broader content‑discovery platform.
Business Rationale
DirecTV executives highlight the initiative as a way to diversify revenue beyond traditional satellite and internet subscriptions. Vikash Sharm, SVP of product marketing at DirecTV, said the screensavers are intended to help with "content discovery" and "personalization." The company’s subscriber base has contracted from over 20 million in 2015 to about 11 million in recent reports, prompting a search for new monetization avenues.
Naveen Tewari, CEO and founder of Glance, emphasized that the screensaver will let people "instantly select a brand and reimagine themselves in the brand catalog right from their living‑room TV itself." Glance COO Mansi Jain added that the technology could eventually be integrated into other TV interfaces, such as the launcher.
Potential Customer Reaction
While the screensaver ads are less intrusive than traditional interruptions—appearing only when the TV is idle—some customers may find the personalization unexpected. DirecTV acknowledges that the feature can be disabled, offering users control over their viewing experience.
The initiative reflects a broader industry trend toward ad‑supported models, as streaming services and legacy pay‑TV providers alike explore new advertising formats to offset declining subscriber numbers.
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