The Future Of TV: LG’s Tony Marlow On Shoppable Screens, Gaming, And Creative Innovation

LG Ad Solutions CMO Tony Marlow joins TVREV’s Alan Wolk to break down how today’s smart TVs are transforming from passive screens into powerful commerce and entertainment hubs. From shoppable ads and in-scene product discovery to cloud gaming and WebOS Pay, Marlow shares LG’s vision for a frictionless, full-funnel TV experience. They also dive into how AI and data are reshaping creative strategies—without killing creativity.

Alan Wolk: You’ve said that television is experiencing a “renaissance.” What do you mean by that?

Tony Marlow: Connected television today is not your grandmother’s TV. It’s no longer just a lean-back medium where content happens to you. People still watch shows and movies, of course, but now the TV serves as a launch pad for experiences—cloud fitness, cloud gaming, and more—all built directly into the television without any extra hardware. These experiences, whether lean-back or interactive, also create new ways for advertisers to connect with audiences. TV has changed dramatically as a medium, even if it looks the same hanging on the wall.

Alan Wolk: Beyond streaming and linear content, what are people using TVs for today?

Tony Marlow: We’re seeing a rise in shoppable experiences—either embedded in ads or even in the content itself. The big screen is now a way to learn about products, build brand awareness, and even convert purchases. That conversion might happen on the TV itself or hand off seamlessly to a mobile device.

In 2024 we saw a resurgence of QR codes in advertising, which trained audiences to engage interactively. Now, in 2025, we’re moving past QR codes into truly frictionless commerce. For example, Amazon’s football broadcasts let you add items to your cart with a click. At LG, we’re building webOS Pay, our own payment system built into modern LG TVs, which will make transactions effortless.

Alan Wolk: Tell me more about webOS Pay. How does it work?

Tony Marlow: We’re still in the early stages, but the idea is simple: the TV becomes your wallet. Initially, it will allow payments within apps—like paying for subscriptions or renting a movie. Soon, it will support advertising scenarios where users can opt in to store shipping and payment information on the TV itself. That means with one or two clicks, you can configure a product—say, choose the blue version—and have it shipped to your home the next day. It eliminates the friction of typing in addresses or credit card details on another device.

Alan Wolk: There’s been a lot of innovation around “shoppable content.” Where is that headed?

Tony Marlow: We’re moving toward what I call “shop the scene” experiences. Imagine pausing a cooking show and instantly seeing a list of items from the scene—the cutting board, the knife set, the ingredients—and being able to buy them directly or find similar products. The same applies to fashion in scripted shows. This goes beyond ads; it’s about making content itself shoppable.

Alan Wolk: LG is also investing in gaming. What’s happening there?

Tony Marlow: We’ve partnered with platforms like Xbox Live and Nvidia GeForce Now to bring thousands of games directly to LG TVs—no console required. Some can even be played with our LG Magic Remote, which works like a motion controller. This opens up new advertising opportunities too, similar to free ad-supported streaming (FAST) channels but within gaming hubs.

Alan Wolk: Are certain product categories better suited for shoppable TV than others?

Tony Marlow: Retail and apparel are strong fits, as are consumer packaged goods. Automotive is interesting—not because you’ll buy a car instantly, but because you can book test drives or locate nearby dealerships directly through the ad. Connected TV allows you to combine brand storytelling with direct calls-to-action, something we call “performance storytelling.”

Alan Wolk: You’ve talked about merging art and science in CTV advertising. Can you explain?

Tony Marlow: For years, the industry has been obsessed with the science—data, targeting, measurement. But creativity is just as important, and Cannes is a great reminder of that. The most effective campaigns marry both: using data to ensure relevance while still telling a compelling story. AI is helping here, allowing advertisers to generate and test multiple creative variations, learn what resonates, and personalize without losing the artistry.

Alan Wolk: Is there a risk that too much data could stifle creativity?

Tony Marlow: Absolutely. Some of the most groundbreaking work doesn’t test well initially because it’s unfamiliar. You have to balance gut instinct with data. Steve Jobs famously said you can’t market-test the iPhone—people don’t know what they want until they see it. That’s true in advertising too. Data should inform, not dictate.

Alan Wolk: Where does this all lead in the next few years?

Tony Marlow: I think TVs will become the centerpiece of the home—an entertainment hub, commerce hub, fitness hub, gaming hub. The experiences will be seamless: one or two clicks from discovery to purchase, deeply personalized yet creatively rich. For advertisers, it’s a chance to rethink TV as both a brand-building and performance channel, rather than one or the other.