anticipatory streaming experience that reduces friction, deepens engagement, and drives loyalty and revenue.”
“ These same AI principles are also transforming advertising. Viewers now expect ads to be as relevant as the content they consume. That’ s why 24i developed its Advanced Advertising solution and first-of-its-kind Attribution Suite which is already delivering proven results for the first customers we deployed this with: Higher Ad Revenue through smarter targeting and contextual relevance. Improved ROAS with full-funnel attribution and budget optimisation. Better Retention by aligning ads with personalised content journeys“ Unlike many third-party tools, it connects pre-click marketing with post-click behaviour inside the platform, providing true end-to-end visibility and enabling both content owners and advertisers to optimise campaigns for maximum return.” PROMISE.“ The future of personalisation and optimisation in content discovery is characterised by several promising trends,” suggests Cremonesi.“ Firstly, the fine-tuning of LLMs will open new avenues for specialised AI-driven opportunities, leading to even more effective leveraging of AI for superior results. This targeted refinement will unlock new levels of precision in content delivery.”
“ Secondly, MCP( Model Context Protocol) Servers are already initiating a quiet revolution behind the scenes, dramatically improving the efficiency of connecting data points within machine learning pipelines. This emergent technology holds immense promise, and its impact on the efficacy of content discovery is expected to be significant.”
“ Thirdly, we are currently capable of building intelligent agents that support editorial work, thereby augmenting the capacity of curation teams. This results in enhanced editorial control, more targeted content curation, and a reduction in manual effort. Looking ahead, we anticipate the emergence of end-user agents that will seamlessly interface with various service providers. These personal agents, armed with detailed knowledge of individual habits and preferences, will facilitate truly personal and cross-service content personalisation, enabling users to effortlessly discover content across diverse platforms.” RELATIONSHIP.“ The future of personalisation is not just about showing customers more of what they like,” suggests CSG’ s Casey.“ It’ s about reimagining the entire customer relationship. At CSG, we see AI as the engine driving a shift from static, reactive experiences to dynamic, proactive engagement.”
“ One of the most exciting trends is the rise of intelligent bundling. AI enables CSPs to
12 EUROMEDIA move beyond one-size-fits-all packages and create context-aware, household-specific offers, whether it’ s a family of five with hybrid work needs or a solo gamer looking for ultra-low latency. These bundles can be configured and reconfigured in real time, at scale and low cost, unlocking new revenue streams while delivering greater relevance to the customer.”
“ We’ re also seeing AI transform network and service optimisation. With autonomous networking, providers can detect and resolve issues before the customer even notices, healing degraded streaming experiences, rerouting traffic and even issuing proactive apologies or compensation. This kind of anticipatory service is the future of customer care.”
“ AI unlocks fresher, more diverse and meaningful suggestions at scale.” – Maria Bakirtzaki,
Synamedia
“ As AI becomes more embedded in the customer lifecycle, it will enable real-time personalisation across every touchpoint, from onboarding to upsell to support. This means not just better experiences, but smarter monetisation, as operators can tailor pricing, promotions and service tiers to individual behaviours and preferences. Crucially, this evolution must be ethical and transparent. Customers are increasingly aware of how their data is used, and trust will be a key differentiator. At CSG, we’ re committed to helping operators build AI systems that are not only powerful but responsible, ensuring fairness, explainability and compliance at every step.”
“ The result? Happier, more engaged customers. Lower operational costs. And a future where every interaction is optimised for value— for both the business and the individual,” he concludes. CONTEXT.“ We’ re moving toward contextaware personalisation, adapting in real time to variables like time of day, device type, and even mood indicators, adapting to consumer profiles rather than just content types,” says Pearson. Further driving personalised content, our conversational AI model with the NAGRA Insight Negotiation Agent could allow content discovery to become more interactive, allowing users to guide their viewing experience through natural language dialogue. We also expect cross-platform behavioural intelligence to create more comprehensive user profiles, enabling predictive content investment decisions that optimise both content acquisition and subscriber satisfaction. The future lies in AI systems that understand not just what users like, but why they like it,
when they’ re most likely to engage, and how to present options in ways that feel genuinely helpful rather than manipulative.”
“ We should expect to see more contextual personalisation and recommendations that adapt to the time of day, mood, location or device,” suggests Bakirtzaki.“ AI-driven curation will expand to include different media types, such as eBooks, podcasts, or music, creating richer discovery experiences. Metadata will remain crucial, powering smarter algorithms and enabling precise, realtime optimisation to keep viewers engaged across platforms and coming back for more.”
“ To be effective for personalisation, the key is real-world applications which can be applied at scale across tens or hundreds of millions of viewers with real-time interactions,” advises Docherty.“ These include further advances in conversational interfaces for viewers to discover content in a natural language manner; content curation with AI-powered tools for content teams; and business insights which can be created without manual effort.”
“ The future of personalisation is momentaware, not just profile-based,” says Ambrozic. We’ re moving beyond‘ what you liked’ to‘ what you need right now’. We are excited to see new use cases that blend moment-aware recommendations across streaming and live sources, all with the appropriate context for helping someone find their next passion.”
“ Expect tighter integration between AI and CMS workflows, enabling real-time adjustments that reflect both user behaviour and business goals. Optimisation will be continuous, not campaign-based— driven by DMAIC-style cycles that define, measure, analyse, improve, and control every touchpoint.”