Artificial intelligence (AI) is changing advertising, enabling marketers to communicate with their target audience more personally. With the latest in OpenAI GPT-3, AI is getting its due attention for writing emotive TV scripts, and targeting smart ads using facial recognition. In each of these scenarios, AI is helping advertising professionals with intelligence backed big data, offering much more granularity than the legacy systems. While creative Artificial Intelligence makes for exciting headlines, some of the best AI technology work quietly in the background. By using Predictive Analytics, OTT platforms like Prime and Netflix can offer better recommendations to their users, allowing them to make informed choices from their subscriptions. This results in great customer satisfaction and increased value proposition.