Australia's Seven Network will use AI and ML technology from Jeff Bezos' Amazon Web Services to launch what it claims will be the country's first contextual ad placement facility.

Artificial intelligence and machine learning will be used to analyse and code programming, identifying "objects, environments and mood states" within content so that brands can choose options with which to align.

The technology is the first step towards delivering "the dynamics of digital with the scale of broadcast", with talk of being able to replace ads in broadcast TV within the next four or five years.

A partnership with Carsguide will leverage its data will deliver new options for motor, finance and insurance advertising, and Seven promises the otion to activate both Carsguide and Autotrader data.

At an upfronts event which also launched a new buying platform and Seven's coverage of the Tokyo 2020 Olympics, guests heard the 7CAP facility would "double ad recall and significantly boost brand awareness".

It was also the first major event for incoming chief executive James Warburton, who told media buyers and marketers the network had been "weak, inward focused, tired and stagnant".

After letting competitors have it too easy, he promised Seven would be "fierce" in future with 52 weeks' programming and increased investment in 'tentpole' programmes.

The new Code7 portal - which follows similar offerings at Nine and Ten - is "built for the future" and will integrate with upcoming VOZ and platforms for cross-screen trading and reporting.

Seven claims contextual relevancy 7CAP will deliver a new way of targeting audiences. Early trials had suggested a doubling of brand awareness, higher engagement rates and brand recall and increased 'lean in' on ads being served.

Olympics coverage will go out on 35 streams and have captioning in multiple languages and new ad formats. In what seemed an appropriate announcement, Seven also disclosed that its 'Big Brother' reality programme would return in 2020 in a new format.