Paramount is pushing further into artificial intelligence, with the David Ellison-led entertainment company hiring a new head of consumer AI on Monday. Dane Glasgow, the former Meta executive who joined Paramount as chief product officer last year, announced the hiring of Barak Turovsky in a memo to staff, which was obtained by The Hollywood Reporter. Turovsky will be executive VP and head of consumer AI for the company “He joins at a critical time in our company’s evolution as we look to scale AI and ML to meaningfully drive our growth,” Glasgow wrote in his memo. “He will be responsible for growing our AI / ML team and their capacity as we attract some of the best talent available. Barak and team will also explore ways to leverage AI to improve personalization, content discovery, platform intelligence, consumer engagement, and monetization capabilities across Paramount+ and Pluto TV.” Turovsky was most recently chief AI officer for General Motors, and before that worked in AI roles at Cisco, Trax, and Google, where he spent more than a decade. Ellison has made investing in technology a centerpiece of his thesis for turning Paramount around, and for bringing in Warner Bros. Discovery, a $111 billion mega-deal that is still in process. “Unless you can build a tech product that is truly competitive with what’s coming out of Silicon Valley, you can’t compete,” Ellison told reporters last year after the Paramount deal closed.. “And that has been one of the big problems that’s been facing legacy media, is they don’t actually understand that skill set and how critical that is, and that it is actually a combination of great content working with tech product hand in hand, that is how you actually get this business growing and scaling again, and you need both.” “I don’t think