You’ve already gotten used to paying a lower subscription rate in exchange for ads. Now, HBO Max is taking this model a step further by introducing an artificial intelligence system that identifies saleable items in the shows you watch. This innovative advertising approach mirrors Prime Video’s existing model but enhances its sophistication by using real-time object detection.
What Is the New Advertising Model?
On June 19, Warner Bros. Discovery announced that HBO Max will roll out a responsive advertising format called “Moments” in Spain and several other European countries, including the UK, France, Germany, Italy, the Netherlands, and Nordic regions, alongside Brazil and Mexico by the end of 2026. This new system will detect objects featured on-screen during various series or films and serve ads linked to those items in real time. For instance, if a character rides a bicycle, viewers might see an ad for that bicycle or a similar model shortly after, enhancing the viewing experience and integrating products seamlessly into the narrative.
How Does It Work?
The technology driving this system is developed by KERV.ai, a company that already partners with platforms like Disney and Hulu. Unlike traditional advertising, which focuses on general themes, this AI analyses audiovisual content object-by-object, allowing for precision in correlating specific visual elements with related advertiser products.
Extensive Advertising Opportunities
Warner Bros. states that the Moments system has identified 25,000 moments across the HBO Max catalog where targeted ads can be implemented. The available thematic categories for advertisers include cooking, fashion, beauty, luxury goods, fitness, and well-being. Early data from the U.S. market indicates the success of this strategy, with a 19% increase in viewer engagement and a 13% rise in purchase intent compared to conventional advertising formats.
A New Era Beyond Traditional Product Placement
Traditional product placement requires pre-arranged agreements for brands, making it both effective and costly. In contrast, the Moments system allows ads to capitalize on existing content, enabling brands to generate advertising impacts from shows filmed years ago. However, it does raise ethical questions regarding whether future series and films may be altered to accommodate advertisement opportunities.
Comparative Models: HBO Max vs. Amazon
Amazon was a front-runner in this domain, announcing in May 2025 a contextual pause ad format for Prime Video that creates ads based on what’s displayed the moment a viewer pauses the screen. In contrast, HBO Max’s Moments doesn’t require user interaction to initiate ads, making it potentially more disruptive to viewing. Furthermore, Amazon benefits from existing consumer data, noting that 88% of Prime Video viewers have made purchases from its platform, whereas HBO’s approach emphasizes privacy without tracking individual users across sessions.
Privacy-First Approach
Warner Bros. highlights its commitment to user privacy with the “contextual signals instead of personal data” aspect of its Moments system. Unlike Amazon, which utilizes extensive consumer behavior data, HBO Max does not track users’ viewing habits but focuses on their on-screen content in real time.
The Future of Streaming Advertisements
Streaming platforms are increasingly becoming a lucrative frontier for advertising. Recent studies indicate that as of August 2025, nearly 45% of Netflix’s viewership was on ad-supported tiers, marking a significant increase. As HBO Max launches Moments, it arrives at a crucial time when sophisticated advertising solutions are essential to capture viewer attention amidst a bustling streaming landscape.