MIAMI — For Bill Koenigsberg, the color blue represents more than just a hue in the spectrum—it symbolizes a technological change reshaping his business from the ground up.
The marketing intelligence engine known as “blu” is transforming how Horizon Media operates, compressing months of work into minutes through advanced artificial intelligence capabilities that the agency chief believes outperforms legacy systems developed by holding companies.
“I’ve not been this excited running Horizon for 35 years,” said Koenigsberg, CEO of Horizon Media, in this video interview with Beet.TV.
Reimagining marketing intelligence
Horizon’s blu platform represents a re-think for the marketing tech stack, building what Koenigsberg describes as a fully integrated ecosystem powered by large language models (LLMs). Blu’s identity structure is bolstered by TransUnion’s TransUnion’s validated identity and robust audience attribute data.
The system begins with business intelligence, providing insights about categories, clients, and consumers through an LLM model. This connects to an audience science engine containing 250 million individual IDs that tracks interests rather than traditional demographics.
“We’re in a world today where we’re no longer dealing with demographics or psychographics—we’re dealing with people interest,” Koenigsberg explained. “[The] audience science engine … can tell us anything and everything about an individual consumer.”
From weeks to minutes
The efficiency gains from blu are upgrading Horizon’s operational approach, particularly in media planning.
For clients struggling with customer retention, blu aims to analyze multiple data sources to identify individuals likely to churn, determine optimal messaging approaches, and develop targeted intervention strategies—all before the customer actually leaves.
“I can solve clients’ problems like that today with the information that’s in there,” Koenigsberg said. “I can do scenario planning in 200 markets across the country, put any market into my platform, create a media plan against these consumers that are about to churn. That used to take a media planner weeks to do. I can now do that all within 10 minutes.”
Riding the AI marketing wave
The company recently issued RFPs to 200 partners across technology, media, and creative sectors to explore how they might connect with Horizon’s platform.
Horizon’s AI transformation comes amid explosive growth in the AI marketing sector. According to Grand View Research, global AI in marketing is projected to reach $82.23 billion by 2030, growing at a compound annual growth rate of 25% from 2025.
Industry analysts at Forrester predict AI will fundamentally reshape marketing departments by automating routine tasks and allowing teams to focus on core responsibilities like customer understanding and brand strategy.
“I never dreamed that we would be this far ahead in this short period of time,” Koenigsberg reflected. “It’s pretty scary knowing how fast we’ve gone in the last six months in terms of the acceleration, thinking about where I could be a year from now, knowing how quickly this is evolving.”
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