Machina launches with AI-driven TV unit to revive legacy creative footage
Marketing advisory Machina, launched by Michael Pierce and Bernadette Abasta, has introduced RogerRoger, a dedicated AI Director's division for TV commercials, feature films, and episodic content. This division leverages generative AI tools to create new narrative sequences from existing footage, as demonstrated with a new ad for Latham Pool. The initiative aims to expand creative possibilities in content production with AI.
Key Takeaways
- RogerRoger division utilizes generative AI to synthesize new scenes and character performances using footage captured years prior.
- Latham Pool campaign features an AI-generated airport sequence built from five-year-old assets and original cast likenesses.
- Film executive Guy Stodel, formerly of Lionsgate and Paramount Vantage, joins to lead AI production for spots and episodic content.
- Machina positions itself as an 'agency-agnostic' advisory to bridge performance gaps between internal brand teams and media agencies.
Why It Matters
The launch signals a shift from using AI for basic editing to full narrative synthesis, allowing brands to extend the lifecycle of legacy assets without the overhead of physical production. By leveraging a high-profile Hollywood executive, Machina is attempting to legitimize AI-generated performances for premium streaming and linear environments. This move addresses the rising demand for 'Performance TV' where creative must be agile and data-driven to compete with digital platforms. For the broader ecosystem, it pressures traditional production houses to adopt generative workflows or risk losing mid-tier clients to lower-cost, high-fidelity AI alternatives. Watch for legal challenges or union responses regarding the use of 2020 cast likenesses in synthesized 2026 sequences.
Additional Context
The launch of Machina and RogerRoger aligns with a broader industry trend toward 'Performance TV,' which blends linear reach with digital-style targeting and rapid creative iteration. Per MediaPost (June 2026), Horizon Media recently partnered with AI startup Kartel to integrate real-time creative optimization into its HorizonOS platform, emphasizing that AI is no longer just about speed but about building smarter, data-driven creative systems. This push is fueled by significant shifts in viewership; per MNTN and Nielsen data (January 2026), streaming officially overtook linear, broadcast, and cable combined for the first time, accounting for 44.8% of total TV time. The deployment of generative AI in content production is also facing increased scrutiny from major industry players. Per Marketing Interactive (June 2026), Netflix recently established formal guidelines for the 'safe use' of generative AI, requiring that AI tools do not replicate copyrighted material or generate new talent performances without explicit consent. This follows high-profile moves like Hasbro's June 2026 launch of Sixth Wall, a subsidiary dedicated to exploiting IP via AI. As 86% of ad buyers now utilize generative AI for video content—according to IAB's 2025 Digital Video Ad Spend & Strategy Report—the industry is moving toward a standard where approximately 40% of all video ads contain AI-generated elements. Furthermore, the focus on legacy footage reuse by Machina targets a specific pain point for mid-tier advertisers. IAB data from July 2025 indicated that smaller and mid-size brands are adopting generative AI at rates 10-15% higher than larger enterprises, primarily to lower high-cost production barriers. This democratization of high-end visuals allows brands like Latham Pool to maintain a premium presence on CTV and linear while drastically reducing the turnaround time from brief to broadcast, which now often occurs in days rather than months.
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