Background

DirecTV, an AT&T‑owned satellite and streaming provider, has seen its subscriber base shrink from over 20 million in 2015 to about 11 million in recent years. To diversify revenue beyond traditional subscriptions, the company has been experimenting with new advertising formats, including ads that appear when viewers pause content.

New AI Screensaver Initiative

According to a March blog post from Glance’s VP of AI, Ian Anderson, the partnership will enable “AI‑generated ads with your face” on DirecTV’s screensavers. The technology uses Glance’s avatars, which “analyze customer behavior, preferences, and browsing history to provide tailor‑made product recommendations, enhancing engagement and conversion rates.” In a statement, Glance CEO and founder Naveen Tewari said the screensavers will let people “instantly select a brand and reimagine themselves in the brand catalog right from their living‑room TV itself.”

The screensavers will also allow users to make 30‑second‑long AI‑generated videos featuring their avatar, as reported by The Verge. Additional features include real‑time weather updates and sports scores. Glance COO Mansi Jain noted that the screensaver is just the first step, with plans to integrate AI‑driven experiences into other TV interfaces.

Business Implications

DirecTV’s senior vice president of product marketing, Vikash Sharm, described the screensavers as an “AI‑commerce experience” that will aid “content discovery” and personalization. The company hopes the new ad format will generate additional revenue streams as the broader streaming industry leans more heavily on advertising.

While the screensaver ads are less intrusive because they appear only when the TV is idle, the initiative reflects DirecTV’s need to find new monetization avenues amid declining viewership.

Potential Customer Reaction

Critics warn that turning to ad‑centric screensavers could frustrate customers who did not expect ads on devices they purchased for streaming. However, DirecTV says the screensavers can be disabled, giving users control over their experience.

Overall, the AI‑powered screensaver represents a strategic effort to blend advertising with interactive technology, aiming to revitalize revenue while offering viewers personalized content options.

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