Paramount-Skydance CEO David Ellison Plans to “Embrace AI” to Predict Audience Preferences

When Skydance took over Paramount, it made it clear it sees itself as more than just a movie studio.

Sources say CEO David Ellison has been pushing the idea that Paramount will become a technology-driven company. In meetings, he often talks about wanting to “embrace AI” and claims the studio has found new ways to predict what viewers want by analyzing massive amounts of data.

Ellison frequently points to Oracle’s tech expertise as a tool to improve Paramount+, saying it could transform the streaming service from a “second-rate app” into a major player. Industry observers, however, are skeptical. It is unclear where all the data will come from, and many doubt it will be enough to challenge Netflix, which has long dominated the streaming market with its sophisticated algorithm.

“Studios are irrelevant; they’re on the ropes. They’re dinosaurs, and the age of dinosaurs is over,” says Schuyler Moore, a partner at Greenberg Glusker. “Their only move now is to consolidate, but there’s no hope even if they get bigger. They’re too late to the party.”

Ellison, however, is confident. Sources familiar with his plans say he wants Paramount to produce “more content, not less.” The studio is aiming to expand its annual film releases from eight today to 15 by 2026, 17 by 2027, and 18 by 2028. Cindy Holland, who helped Netflix build its original programming strategy and now leads Paramount’s direct-to-consumer operations, is leading the push to create stronger content for Paramount+.

The Ellison family’s influence has already shaken Hollywood. The Writers Guild of America criticized the possibility of Paramount buying Warner Bros. Discovery, calling it “a disaster for writers, for consumers, and for competition” and saying they would work with regulators to block the deal.

Still, industry insiders note that having a wealthy, ambitious buyer has energized a media landscape still recovering from the collapse of Peak TV. Analysts praise Ellison for thinking big.

“They clearly have a long-term point of view,” says Jessica Reif Ehrlich, senior media and entertainment analyst at Bank of America Securities. “They have a plan to invest in more compelling content, and they are executing on it.”

Since taking over Paramount, Ellison and his team have adopted a fast-moving, high-risk approach to business. They purchased Bari Weiss’ Substack-based news outlet, The Free Press, for $150 million, cut staff, and replaced top executives with people who hold political views outside the typical Hollywood mainstream.

This includes strong supporters of Israel, like CBS News editor-in-chief Weiss, and conservatives, such as Paramount co-chair Josh Greenstein. Sources say employees who remain often face blunt, pointed questions about efficiency and decision-making under the new regime.

The focus on AI could play a major role in the studio’s future. By using advanced data analysis to understand audience preferences, Ellison hopes Paramount+ will offer a more personalized viewing experience and better predict what films and shows will succeed. Whether this approach works against entrenched competitors like Netflix is still uncertain, but it shows how Ellison is blending Hollywood with high-tech ambitions to reshape the industry.

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