Playing the Right Tune

Sirius XM finished 2025 with more than $1 billion in free cash flow—partly thanks  to the company's AI platform designed to increase personalization and listener engagement.

Kingsley Di (PhD ‘17), senior director for applied AI and machine learning at SiriusXM, recently spoke about that success and the company's approach to AI with students in Northwestern Engineering's Master of Science in Machine Learning and Data Science (MLDS) program. His goal was to connect the technical foundations students learn in the classroom with how AI is actually deployed in the audio entertainment industry.  

“I wanted them to see how machine learning becomes part of real products, platforms, and business decisions,” he said. “Many people think AI in entertainment is mainly about recommendation algorithms. In reality, it touches everything—from marketing strategy and subscriber growth to content investment decisions.”  

SiriusXM has expanded from a pioneering satellite radio company in the mid-2000s into a hybrid audio ecosystem that includes streaming audio, a podcast network, and a fast-growing digital audio advertising business.

By building unified listener profiles across satellite, streaming, and app usage, the company is better able to recommend content, channels, shows, and podcasts for its customers. Higher listener engagement equals improved retention and loyalty—and it all leads to better ad targeting. 

“My work sits at the intersection of technology and business strategy,” Kingsley said. “Ultimately, my role is about translating advanced AI into real business impact and better listener experiences.”  

Kingsley’s presentation emphasized that successful AI systems go beyond building models and require strong data infrastructure, experimentation, and product integration. He encouraged students to combine technical depth with broader thinking about real-world business impact. 

That broader focus helps set MLDS students apart, he said.  

“The MLDS program does an excellent job of combining rigorous technical training with practical applications,” he said. “That balance is essential for preparing students to work in corporate environments.”

Kingsley himself knows how a Northwestern degree can open doors for graduates. He earned his PhD in Industrial Engineering and Management Sciences in 2016, then worked in research and data science for American Express and S&P Global.

He joined SiriusXM as director of data science in 2020 and was promoted to his current position in January 2023.   

“Northwestern provides a strong intellectual foundation while encouraging interdisciplinary thinking,” he said. “That combination prepares students not only to solve technical problems but also to understand the broader context in which technology operates.” 

During his talk, Kingsley encouraged MLDS students to focus their time on that broader context and not be satisfied with only understanding the technical aspects of AI and ML.  

“Strong technical fundamentals in machine learning and data systems are essential,” he said. “But just as important are communication and strategic thinking—the ability to translate complex technology into business value. The best AI leaders are those who can bridge research, engineering, and real-world decision making.”