Long before AI could write scripts and edit video, a small group of television executives decided what tens of millions of people would watch. Among them were legendary figures like Fred Silverman, who lorded over Saturday morning cartoons, and Brandon Tartikoff, who made NBC a ratings powerhouse with prime-time hits like Seinfeld.

Television veteran Kevin Reilly came of age in that world. He was hired and mentored by Tartikoff in the late 1980s and would go on to champion some of the most defining shows of the broadcast era, including The Office, 30 Rock and Glee .

As the head of entertainment at NBC and Fox, and later chief content officer at HBO Max, Reilly saw Hollywood slow to respond to the rise of streaming. Today, as the CEO of Kartel, an AI-content creation platform, he says everything about the way content is made and distributed is about to change. But one thing remains the same: attention.

“Sex will sell — now, tomorrow and long after we’re gone," he said, echoing a point advertising pioneer Sir Martin Sorrell made in a recent interview .

Here are seven ways that adage holds true as AI reshapes the media landscape.

1. Human Nature Hasn’t Changed

Storytelling works the way it always has, through tension, attraction, curiosity and emotional payoff.

“We still want to be delighted,” Reilly said.

AI may accelerate production, but it doesn’t change what people respond to.

2. Sex Is Still The Fastest Way To Get Attention

Beyond provocation, sex acts as a shorthand for desire, identity and aspiration: a glamorous character conveys status and confidence, while a romantic storyline evokes connection and longing.

That said, the brands and shows that endure build something deeper.

“They’re not just selling sex," Reilly said. "They’re selling something iconic.”

3. The Real Shift Is Discovery

During the broadcast era, distribution was largely guaranteed. At its peak, American Idol drew close to 40 million viewers. Just a few years later, even a defining cable drama like Mad Men topped out around 4 million .

“We made more money in American Idol on one hour of one night, than the rest of the network combined," he said.

Those days are gone. But the principles haven’t changed: you are still telling a story and trying to connect with an audience.

“The age of the empowered, informed and always-on consumer has been here for decades,” Reilly said. The questions — are they engaging, are they buying — remain the same.

4. AI As Co-Creator, Not Hitmaker

AI is already present in writers’ rooms.

“No one is staring at a blank page anymore,” Reilly said.

AI is being used as a tool for ideation, structure and iteration, but not a shortcut to success.

“You can’t just tell AI, ‘people love clouds and puppies,’ and expect a hit,” he said.

AI may speed the process, but human insight is still needed to shape something meaningful.

5. In-Show Commerce Is Coming

Television has always driven commerce — from toys to fashion.

Just as He-Man helped fuel a cartoon genre to sell toys to kids, Reilly sees that loop tightening.

“There’s a canary in the coal mine for fashion,” he said.

In the near future, viewers may be able to buy clothes directly from shows they’re watching, simply by asking their device. The technology already exists. The challenge has been fulfillment. Given the pace at which fast fashion iterates, Reilly believes companies like Fashion Nova could play a role.

6. Data Is Useful, But Limited

For decades, television relied on research that often missed the mark.

“We had research, but most of it was a waste of time,” he said.

Today’s data is faster and more actionable, but it still can’t predict cultural impact.

Shows like The Office struggled early on and might not have survived in a purely data-driven system.

Data can inform decisions, but it doesn’t determine what resonates.

7. AI Is Removing Gatekeepers, Not Changing What Works

The old system was defined by scarcity, limited distribution, few decision makers and mass audiences. AI is now lowering the barrier to entry and enabling creators to produce, distribute and monetize content for their fans. That shift doesn’t change what works, it democratizes who gets to try.

Reilly believes the creator economy is where the studios of tomorrow will emerge.

In the end, you can’t fight change, he said.

AI is here. But the fundamentals remain. We still want to be surprised. We still want to feel something. We still want to care.

The tools, distribution and power structure have changed. But the instincts that make us human haven’t. And that’s why sex will always sell — even in the age of AI.