NBCUniversal is testing gen AI-driven ads, joining Google and Meta in the race to use generative artificial intelligence to sell advertising. Megan Pagliuca, chief activation officer at Omnicom Media Group, said the agency planned to test NBCU's approach with a number of advertising clients. The gen AI ads and other One24 initiatives come as NBCU and other TV sellers are looking for an edge leading up to the upfronts, TV's big annual selling period. It's also introducing shoppable TV ads aimed at sports fans and a new way for advertisers to see the effectiveness of their ads overall. Apple is also experimenting with using AI to sell ads, Business Insider has reported.

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Persons: NBCU, it's, John Lee, Lee, Megan Pagliuca, It's, Max, Google Organizations: Google, Business, Omnicom Media, Disney, Meta, Apple Locations: One24