DirecTV is partnering with AI firm Glance to introduce personalized, AI-generated screensavers on its Gemini streaming devices. Starting in 2026, users will see digital avatars of themselves displayed within interactive ad experiences.
What’s Happening?
The new feature will allow DirecTV customers—both satellite and broadband users via the Gemini and Gemini Air devices—to create AI versions of themselves. These avatars can be customized with different outfits, and the screensavers will include direct shopping links to purchase the featured clothing.
The goal, according to DirecTV, is to offer “interactive screensaver experiences” covering lifestyle, travel, health, automotive, seasonal events, and local trends. For example, viewers might see their AI self superimposed into a scene like the Grand Canyon, with a button to “Show Me Here.”
The Business Angle
Glance, owned by mobile ad company inMobi, has already tested similar AI-driven advertising on Samsung Galaxy phones. The company believes that personalized AI avatars increase user engagement and drive online shopping. This is a growing trend: advertisers are betting that hyper-personalization increases conversion rates.
The DirecTV integration will activate only when the TV is idle for 10 minutes or longer, meaning viewers will encounter these ads when they’re not actively watching content.
Privacy Concerns and Past Issues
The rollout comes with privacy questions, given inMobi’s past legal troubles. The company was previously sued for tracking users even after they had denied tracking permission. While DirecTV and Glance haven’t addressed these concerns directly, the integration raises the question of how user data will be handled and secured. The line between personalized content and intrusive advertising is blurring, and many consumers may find this feature unwelcome.
This is part of a larger shift: the TV is becoming another data-collection point in the digital ecosystem. The more personalized ads become, the more data companies will need to track, raising the stakes for privacy and transparency.
DirecTV’s move with Glance signals a future where TV screens aren’t just for entertainment but also for increasingly targeted and interactive advertising.
