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How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads

For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.

LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.

The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.

Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Warnings about artificial superintelligence have moved from academic discussion into public policy. In September 2026, researchers, technology workers and politicians raised concerns that sufficiently advanced AI could eventually operate beyond effective human control. Some warnings included the possibility of human extinction. Yet the scientific evidence does not support treating such an outcome as either certain or imminent.

One recent example came from Anthropic. Evan Hubinger, the company's alignment science lead, said he believed there was a greater than 10 percent chance advanced AI could kill all humans within the next decade. His statement followed the resignation of researcher Jacob Coxon, who argued that major laboratories were moving too quickly in the race toward more capable systems. These are individual assessments rather than established scientific probabilities.

The 2026 International AI Safety Report provides a more measured framework. Written with guidance from more than 100 experts, it separates AI risk into malicious use, system malfunction and broader systemic effects. The report states that loss-of-control scenarios remain uncertain. Current AI systems do not possess the sustained autonomy and other capabilities needed for such scenarios. However, researchers have observed improvements in planning, situational awareness and behaviors that can interfere with evaluation methods.

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Loss of control has a specific meaning in AI safety research. It describes a situation where an AI system acts outside human control and restoring control becomes extremely difficult or impossible. Such a system might require advanced abilities to plan over long periods, avoid oversight, conceal actions and resist intervention. Researchers disagree sharply about whether future systems will reach that point.

This disagreement matters. Some researchers consider human extinction a plausible outcome requiring early preparation. Others argue that present systems remain far from human-level versatility, especially across complex real-world tasks. In the source material, Andrew Rogoyski argues that advanced AI could instead encounter economic and technical limits. Sandra Wachter of Oxford also distinguishes speculative "Terminator" scenarios from present risks involving misinformation, employment and environmental effects.

The near-term evidence is much stronger. AI systems already generate false information, flawed computer code and misleading advice. They are being used in fraud, manipulation and cybercrime. Autonomous AI agents create another concern because errors can lead directly to actions before a person reviews them. Existing safety methods reduce some failures but do not eliminate them.

Policy is beginning to reflect this uncertainty. In Britain, Labour MP Alex Sobel introduced an Artificial Superintelligence Bill seeking to prohibit the development, deployment and operation of artificial superintelligence systems. The proposal shows how a theoretical technological risk is becoming a legislative issue.

The research position in 2026 is therefore neither that AI extinction is approaching nor that such risks can be dismissed. Current systems cannot produce the extreme loss-of-control scenarios researchers describe. Their capabilities are improving, while uncertainty remains unusually high.

The harder policy question is how much precaution society should apply when probability is unknown, but the possible consequences could be irreversible.

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