How HK media leaders are navigating the AI shift in 2027

In an increasingly fragmented landscape, Hong Kong’s media agencies and broadcasters are actively diversifying revenue streams to navigate the swift disruption of artificial intelligence (AI). From TVB’s corporate rebranding to Assembly’s strategic merger with ADK Global, what began as speculative experimentation has evolved into essential infrastructure, reshaping how media players plan, allocate budget, and measure performance.

Yet as corporate agendas lean heavily into AI, consumers are staging a distinct "pragmatism pivot". According to VML's 10th annual Future Shopper report, AI may be dominating corporate agendas, but consumers are staging a "pragmatism pivot". While 82% have used AI, adoption is concentrated around routine convenience rather than autonomous purchasing. Consumers are adopting AI while withholding their faith in it.

Simultaneously, AI is reshaping agency business models. A report by the World Federation of Advertisers (WFA) highlights that AI’s ability to streamline output is accelerating a shift away from traditional time-based remuneration models. However, brand adoption lags behind agency capabilities—only 20% of advertisers have modernised their commercial agreements in response to AI, though 61% report plans to do so.

For marketers, this disconnect creates a central budgeting dilemma: pursue efficient scale through automation, or invest in human-centric experiences that drive genuine loyalty. Where the next dollar goes depends on how brands navigate this balance.

With that in mind, here's how industry leaders across Hong Kong's media and television broadcasting sector see the year ahead, in conversation with MARKETING-INTERACTIVE.

Karen Ho, managing director, Greater China, Assembly 

2027 could see Hong Kong shift from an efficiency mindset towards an opportunity mindset. With capital market activity strengthening, a deep IPO pipeline and Hong Kong increasingly connecting Chinese companies with global markets, businesses may have more reasons, and confidence, to invest for growth again.

AI will remain hugely important, particularly across search, discovery, commerce and automation. But the bigger challenge won’t be accessing more technology. The real question is where growth will come from, and where the next dollar should go.

That’s how we’re thinking about budgeting too: maintaining flexibility to test emerging audiences, channels and markets, then moving investment quickly behind what proves itself.

At Assembly, that means detect, test, prove and scale: spotting demand earlier, validating opportunities faster and turning the right signals into measurable growth. In an AI-powered media landscape, advantage won’t come from having more data, but from acting on the right insights faster.

Ivy Wong, CEO and executive director, CTF Media & Entertainment

In 2027, media's role will evolve beyond content distribution. The real opportunity lies in creating ecosystems that connect people, communities and experiences. As consumers increasingly seek community, wellbeing and self-expression, content will need to travel seamlessly across screens and into real-world experiences.

Our focus is CTF Media & Entertainment's (CTFME) omni-scene content ecosystem: HOY channels 76, 77 and 78, plus the "fourth channel" comprising apps, YouTube, Bilibili and Facebook, Instagram, extended into Live House in Kai Tak and other linked physical spaces. Supported by our AI Lab, we are accelerating content innovation, localisation and audience engagement while preserving the creative judgement that defines Hong Kong storytelling.

Budgets will increasingly move from isolated media buys toward integrated audience journeys, with content, KOLs and CTFME assets working as one measurable experience. Our one key focus is deepening this ecosystem, connecting audiences from screen to street and enabling richer participation, stronger community connections and lasting cultural relevance.

Charlie Clack, managing director, Havas Media Hong Kong

I think 2027 is going to be the year AI stops feeling like something consumers simply use and starts becoming something that makes decisions for them. Whether that is choosing a hotel, planning a trip or deciding which brand to recommend, AI agents are going to play a much bigger role in the space between brands and consumers.

For marketers, that changes the game quite significantly. We have spent years trying to win the click. Increasingly, we are going to be trying to win the recommendation. As AI-led search becomes more common and traditional search traffic continues to come under pressure, brands will need to get much clearer on GEO and what visibility actually means in an AI-first world. 

At the same time, I do think we will start to see a bit of AI fatigue. The industry is moving very quickly to automate as much as possible, but that does not mean consumers want every interaction to feel automated. The more content, recommendations and conversations are generated by AI, the more people will value experiences that feel real, personal and genuinely human. 

So while AI will have a bigger influence on how people discover and choose brands, I do not think it will replace the human connections that make people loyal to them. In fact, the more automated the decision-making journey becomes, the more important those human moments may become. 

From a Havas point of view, we have always believed technology is most powerful when it helps create more meaningful connections between people and brands. AI will definitely make brands smarter, faster and more efficient, but the brands that stand out in 2027 will be the ones that balance AI-powered experiences with something more human. That is why I think experiential, events and community-led marketing will become even more important. As consumers look for more authentic connections, brands will need to create moments that AI cannot easily replicate. It is also an area we are continuing to invest in as we expand our diversified services offering in Hong Kong. 

Derek Yip, chief operating officer, Omnicom Media Hong Kong

As we look ahead to 2027, the media industry is entering a new era defined by Connected Intelligence. The convergence of data, AI, and human decision-making will fundamentally reshape how agencies and marketers plan, activate, and optimise media investments. Success will no longer depend solely on access to data, but on the ability to transform intelligence into real-time business outcomes.

A key technology focus will be the rise of AI agents, evolving beyond productivity tools into autonomous systems that generate insights, optimise campaigns, and recommend actions with minimal human intervention. At the same time, personalisation at scale will become increasingly important, enabling brands to deliver more relevant and meaningful consumer experiences through AI-driven audience understanding.

From an investment perspective, budgets will continue to shift toward AI, data infrastructure, and automation capabilities that drive measurable returns and operational efficiency. However, technology alone is not enough. The top priority for 2027 will be talent transformation, ensuring teams have the skills to work alongside AI and leverage new technologies effectively. Organisations that successfully combine technology advancement with workforce upskilling will be best positioned to drive sustainable growth and competitive advantage.

Carman Ng, chief growth officer, TVB

With its deep expertise in content creation and storytelling, TVB is uniquely positioned to deliver compelling narratives that explore how technology is transforming both wealth management and healthcare. Since the launch of Elite Class, our dedicated platform for financial institution clients, we have witnessed growing interest in artificial intelligence, emerging technologies, and their implications for investors and businesses alike. Clients are increasingly seeking partnerships with TVB to provide insightful coverage of technological innovation, industry developments, and evolving investment opportunities. 

As this momentum is expected to accelerate through 2027 and beyond, TVB will further strengthen its commitment by allocating additional resources across our extensive media ecosystem. Leveraging our diverse portfolio of popular artistes, powerful multi-platform network, and cross-media production capabilities, we will deliver authoritative, engaging, and relevant content that empowers investors, professionals, and the wider public to better understand and navigate the opportunities arising from technological advancement.

Silas Ho, senior vice president, client leadership, WPP Media Hong Kong

The next major wave shaping Hong Kong's media industry in 2027 will be the seamless integration of media, creative and production. Clients will increasingly expect one connected partner delivering end-to-end solutions, with agency value measured by business outcomes rather than hours or headcount.

Our priority technology will be WPP Open, WPP's proprietary AI-powered marketing platform, which connects strategy, creative, media and production within a unified workflow. By bringing together talent, data, technology and AI, WPP Open helps teams work more efficiently, automate routine tasks and make smarter decisions at speed and scale. This allows our people to focus on what matters most: strategic thinking, creativity, collaboration and client conversations that drive growth. 

Our single biggest focus in 2027 will be translating operational efficiency into measurable business outcomes for clients while accelerating the industry's shift toward more outcome-based commercial models. Accordingly, our investment priorities will center on AI, data, measurement and talent development, while reducing low-value manual processes and redirecting resources toward innovation, effectiveness and growth.

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