Proactive Hybrid Video Advertising in Generative AI: A First-of-Its-Kind Framework for AI-Initiated Integration of Organic and Sponsored Content in Unified Video Outputs

This paper proposes Proactive Hybrid Video Advertising (PHVA), a conceptual framework for a new form of advertising in generative artificial intelligence (AI) environments. PHVA introduces an AI-initiated advertising approach in which a generative AI system proactively initiates an advertising opportunity and incorporates both organic content and advertiser-sponsored content into the same AI-generated video output. Unlike conventional video advertising models that primarily depend on standalone commercials, predefined advertising slots, pre-roll advertisements, mid-roll interruptions, post-roll placements, or separately delivered promotional videos, PHVA conceptualizes the complete AI-generated video response as a unified carrier of hybrid content. Its defining characteristic is not simply the use of generative AI to produce advertisements, but the combination of three principles: proactive initiation by the AI system, the coexistence of independently generated or selected organic content and commercially sponsored content within one unified video output, and flexible integration without requiring a predetermined advertising position, sequence, duration, segment, or presentation structure. The framework does not prescribe a single visual arrangement or narrative technique. Sponsored content may be incorporated through different video elements, scenes, demonstrations, contextual representations, or other forms of video-based presentation, provided that organic and sponsored components remain identifiable in terms of their commercial provenance. To the best of the author's knowledge, this paper is the first to formulate Proactive Hybrid Video Advertising as a dedicated generative-AI advertising framework that specifically combines AI-initiated advertising with the flexible integration of organic and advertiser-sponsored content within a unified AI-generated video output. The proposed framework distinguishes PHVA from conventional video advertising, AI-generated personalized advertisements, and separately inserted sponsored messages. It further establishes a conceptual architecture, formal definitions, research propositions, an evaluation framework, and responsible implementation principles. Transparency, sponsorship disclosure, user autonomy, content integrity, and privacy protection are treated as essential design requirements. This paper presents a conceptual framework and research agenda; it does not claim completed experimental validation or demonstrated performance superiority.