In 2025, broadcast operators worldwide experienced sharp declines in ad spend across nearly every category, driven by the rapid adoption of AI-powered marketing mix models and large language models.

Futuri, a trusted technology partner to more than 7,000 media companies in 22 countries, has conducted extensive research with agencies, buyers, planners, and brand leaders to uncover the forces reshaping ad investment and the implications for broadcast.

In this session, Daniel Anstandig, CEO, and Tracy Gilliam, CGO at Futuri, will share our latest LLM Study and provide a candid look at how AI is systematically deleting radio and TV from ad budgets and, more importantly, the practical strategies broadcasters can use right now to respond. Yes, this is a wake-up call. And it’s also a solutions-focused session for executives that will explore what leading broadcasters are already doing to adapt, and the technologies and approaches that can help the industry reclaim its rightful share of ad revenue.

You’ll learn: 

• How Advertisers and Agencies are Using LLMs to Determine Spend and Channel Mix.
• How to Use Attribution and Case Studies that Drive Results
• How LLMs Make Recommendations
• How to ‘Show Up’ in AI Results when Advertisers Ask for Recommendations.