The move signals Paramount's strategic push to integrate technology and AI for personalization, content discovery, platform intelligence, consumer engagement, and monetization as part of David Ellison’s tech-focused turnaround plan.

Paramount’s leadership, including Glasgow, view AI as a creative multiplier and expect Turovsky to steer the company’s technological evolution and competitive position in entertainment tech.

Executives say these investments aim to fuel long-term direct-to-consumer growth and position Paramount for future strategic moves, including potential industry transactions later in the year.

Glasgow outlined AI focus areas such as personalization, content discovery, platform intelligence, consumer engagement, and monetization capabilities.

Pluto TV will see an evolution with enhanced content discovery through automated carousels, Content Spotlight units, curated collections, and Top 10 experiences as part of a summer refresh.

Paramount+ and Pluto TV will launch on a unified backend this summer, with BET+ absorbed into Paramount+, signaling deeper integration and streamlined operations.

In an internal memo, Barak’s role includes cross-functional alignment, with Robert Dumoulin reporting to him to ensure cohesion between applied intelligence and consumer AI efforts.

Paramount+ is expanding into new content formats and interactive features—launching clips on the mobile app and exploring AI-driven artwork, gaming, live stats, and polling to boost engagement and monetization.

The company is actively rolling out consumer-facing AI features, such as a short-form video feed, interactive shopping tools, sports-statistics features, and potential video podcasts integration on Paramount+.

Paramount engineers note growing AI usage and aim to attract top talent to lead AI initiatives, while acknowledging gaps relative to Netflix and Google in certain areas.

Ellison emphasizes that AI is a complement to creativity and that Paramount remains a storytelling company first, balancing artistic priorities with cutting-edge technology.

Paramount has appointed Barak Turovsky as executive vice president and head of consumer AI to lead AI/ML initiatives across Paramount+ and Pluto TV, reporting to Dane Glasgow, the chief product officer.