Product placements could be added to classic films on streaming sites

A UK technology company is inserting customised product placement into films and TV shows – even those that were originally released decades ago. The firm uses artificial intelligence (AI) to analyse films and TV episodes for space where the ads or objects can be subtly inserted. It means old Hollywood classics like Casablanca or The Great Escape could soon appear on streaming services with the newest ads in the background, like a new Apple smartphone or the latest McDonald's whopper. Streaming services including Netflix and Amazon Prime Video could be temped by large offers from companies to insert their ads to content, to accompany the subscription fees from its userbase. Mirriad's technology could even allow different ads to be seen by different people, based on their internet search history, just like targeted ads on Facebook.