While the focus of discussions about AI and documentary often revolves around the dangers and ethical dilemmas of generative AI, we aim to center this session around a more nuanced landscape of AI application cases. We discuss the potential of AI in audience design and marketing as a powerful tool to make sense of data and deepen connections with audiences. From "social listening" to predictive analytics, from personalized content recommendations to targeted advertising and more - how can non-fiction filmmakers use these technologies to create lasting and meaningful relationships with viewers and successfully navigate the ever-evolving boundaries at the intersection of technology, ethics, and storytelling?