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individual preferences to increase viewing time and reduce churn.”
“ AI, especially GenAI, is addressing one of the longstanding limitations of viewer engagement and content discovery: it adds the‘ Why?’,” Chris Ambrozic- VP and general manager of Discovery at TiVo.“ Viewers yearn for context, and for platforms that can explain to them why something has been recommended. We see that when this context is provided, it resonates and drives engagement. Viewers remain at the centre of a vast universe of content available to them. Despite the industry’ s improvements in natural language search, and optimised carousels,( which indeed have brought us far) they still doom scroll, unconvinced something is truly appropriate for them and unwilling to click in to watch. Adding the context as to why something is right for a viewer to watch, helps smooth out the click-friction. Viewers feel like the platform finally understands them, and the content they watch,” he notes. IMPROVEMENT. As to whether AI has made a significant improvement to content discovery or is just a flashy and overwrought means of delivering‘ More Like This’, 24i’ s Braun says that AI has moved well beyond the‘ More Like This’ cliché.“ Our recommendation systems don’ t just replicate viewing patterns, they predict what will resonate, when to present it, and how to keep discovery optimised and fresh. Generative AI is taking this further, enabling natural language interactions where a viewer can receive an instant shortlist. That’ s not flashy, it’ s a genuine leap forward in making discovery feel human and intuitive.
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“ AI enables hyperpersonalised experiences, from tailored content recommendations to dynamic service bundles, that drive deeper interaction and loyalty.”- Sean Casey, CSG
“ From a business standpoint,
it has made a significant impact
on reducing churn, improving
satisfaction, and ensuring
diverse content is surfaced
and not just what a user
already knows. At 24i, we’ ve
intentionally shifted from frontend
to power smarter, more
adaptive discovery.”
DISRUPTIVE.“ AI has
indeed made a significant
improvement to content
discovery, with Generative AI
being a particularly disruptive
force,” suggests ContentWise’ s
Cremonesi.“ This observation
aligns with MIT’ s recent report,
The GenAI Divide: State of Ai in
Business 2025,” which identifies
Tech and Media as the only
two industries experiencing
substantial disruption from
Generative AI.”
“ However, it is crucial
to clarify the specific role
of Large Language Models
( LLMs) in enhancing content
discovery. While LLMs excel
at improving the inputs to the
overall process, they do not, at
present, outperform the existing
fine-tuned algorithms utilised
in established solutions such as
ContentWise. These specialised
algorithms remain superior in
terms of accuracy and response
time, which is essential for
any operational deployment.
Furthermore, LLMs can be
cost-prohibitive at scale beyond
limited pilot programmes.”
“ Those who have
experimented with ChatGPT
for recommendations and
concluded that it renders
specialised solutions obsolete
have overlooked critical
limitations. These include the
potential for hallucinations,
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Euromedia thought it would be
illuminating to ask a well-known
search engine’ s AI functionality
for its view on‘ AI in Content
Discovery’.
This is the result:
AI content discovery uses
algorithms and machine learning
to find and deliver relevant
information to users by analysing
their behaviour, preferences,
and content characteristics.
This process personalises
search results, improves user
engagement through tailored
recommendations, and
automates tasks such as content
curation and summarisation,
making information more
accessible and efficient for
users and organisations. Key
benefits include enhanced
personalisation, increased
content consumption, and better
operational efficiency, though
potential concerns around data
privacy, bias, and misinformation
need to be addressed.
How AI Enhances Content Discovery
Personalised
Recommendations:
AI analyses past user behaviour
and preferences to suggest
content that aligns with
individual interests, leading to
a more relevant and engaging
experience.
Intelligent Search:
AI-powered search engines
understand user intent, even
with ambiguous queries, and
retrieve relevant content from
vast, segmented repositories.
Automated Curation:
AI can automatically categorise,
tag, and summarise content,
streamlining management and
retrieval processes for large
content libraries.
Advanced Natural Language
Processing( NLP):
NLP enables AI to better
understand the context and
nuances of user queries,
leading to more accurate and
sophisticated matching of
content to intent.
Content Fragmentation:
AI can segment large content
pieces, like reports or videos, into
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reusable, topic-based snippets,
allowing for more targeted and
engaging delivery to specific
audiences.
Benefits for Users and Organisations
Improved User Experience:
Users find the content they need
more quickly and easily, resulting
in higher satisfaction.
Increased Engagement:
Personalised content experiences
keep users more engaged and
encourage greater content
consumption.
Greater Efficiency:
Automation of content discovery
tasks frees up human effort,
allowing teams to focus on
higher-value work.
Data-Driven Insights:
AI provides insights into user
engagement patterns and
popular queries, informing
content strategy and creation.
Challenges and Considerations
Data Privacy:
AI-powered content discovery
relies on vast amounts of
personal data, raising significant
privacy concerns that require
careful management and
protection.
Bias:
AI algorithms can perpetuate
biases present in their training
data, potentially leading to
unfair or discriminatory content
recommendations.
Misinformation:
AI can struggle to differentiate
between credible and unreliable
sources, posing a risk of
spreading misinformation.
Future Outlook
AI and the Future of Content
Discovery
The future of AI-driven content
discovery is promising, with
ongoing advancements
expected to create even more
seamless, adaptive, and
intelligent experiences for
users. This will continue to
reshape how information is
accessed and consumed across
various platforms and media
industries.
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10 EUROMEDIA |