Cover story
Cover story
Voyage of discovery
Is AI primed to enhance genuine personalisation in content discovery? Or are stat-driven MLT racks and promos the limit as long as streamers remain in subscription silos? Colin Mann spoke to a range of industry experts.
Samsung made a pair of announcements in August 2025 regarding the use of AI in its lineup of TVs and Smart Monitors, building on its commitment to offering even more personalised and intelligent features on screen with Samsung Vision AI.
“ Through our open AI partnerships, Samsung is setting a new standard for AIpowered screens,” said Kevin Lee, executive vice president of the customer experience team at the visual display( VD) Business of Samsung Electronics.“ Copilot makes it fun and easy to quickly get what you need through tailored experiences, whether you’ re learning something new, enjoying entertainment, tackling everyday tasks or more.”
“ Copilot on Samsung TVs is designed to feel like an AI companion in your living room,” said David Washington, partner general manager, Microsoft AI.“ Together with Samsung’ s leadership in advanced display technology, we’ re bringing people a shared experience that helps them discover something to watch, ask questions, make plans or simply enjoy a moment together, all on the biggest screen in their home.” TRANSFORMATIVE. FAST( Free Ad- Supported Streaming TV) service Samsung TV Plus unveiled what it described as a transformative upgrade and the reimagination of how viewers discover and enjoy content.“ With a sleek new interface, smarter navigation, and AI-driven personalisation, Samsung TV Plus is setting a new benchmark in intuitive, effortless entertainment,” claimed the company.
“ This upgraded experience introduces a fully personalised home screen and an immersive browsing experience built around
“ AI transforms content discovery delivering personalised, seamless experience that keeps users engaged.”- Sebastian Braun, 24i what today’ s viewers crave: less scrolling, more discovery,” it added.
“ With AI at the core and a bold new look, this is our smartest and most visually stunning update yet,” said Salek Brodsky, senior vice president and global head of Samsung TV Plus.“ With these innovations, we not only bring a highly intuitive and personalised experience to FAST, but also bring the true depth and breadth of our high quality programming to life.”
Among the key features it lists: Immersive Browsing Experience: A bold new design and interface simplifies navigation, with rich metadata and high-quality imagery providing clearer context and greater confidence in what to watch.
Personalised Home Screen: The all-new home screen adapts to your preferences, learning from your viewing and engagement habits to bring the most relevant channels, shows, and genres to the forefront.
Enhanced Discovery Engine: A turbocharged, machine learning-powered engine that understands your tastes and delivers curated suggestions and top hits, no digging required. BENEFITS. So, beyond the PR and marketing hype, what benefits does AI bring to content discovery in terms of user engagement, content navigation and content promotion?
According to Sebastian Braun, CEO, 24i, AI has evolved from being a back-end tool to becoming a core part of how audiences connect with content.“ For user engagement, it helps transform discovery from endless scrolling into a more intuitive and rewarding experience, surfacing both the shows viewers expect and the surprises they didn’ t know they’ d love,” he suggests.
“ AI transforms content discovery by delivering a highly personalised, seamless experience that keeps users engaged. At 24i, we use machine learning to understand viewing
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