habits in real-time, tailoring recommendations to each user’ s preferences. This eliminates decision fatigue and drives deeper content engagement. AI also enables dynamic content navigation, where users are guided effortlessly through vast libraries, not just by title or genre, but also by mood, behavioural patterns, and context.”
“ Promotion becomes more intelligent as well. We highlight the right content at the right time, increasing the likelihood of discovery and conversion. Ultimately, AI helps platforms anticipate user needs, increase viewing time, and improve satisfaction, key factors in reducing churn and boosting loyalty,” he concludes. PRECISION.“ AI significantly enhances content discovery through three key avenues,” says ContentWise CTO Paolo Cremonesi. First, it enables a vastly improved quality of metadata, which in turn fuels more sophisticated machine learning algorithms. This elevates the precision of recommendations, leading to increased content consumption and a notable reduction in churn rates.
Second, AI facilitates the generation of human-like explanations regarding specific recommendations or promotions, thereby cultivating trust in the underlying system. Users gain clarity on why particular content is suggested, fostering a stronger connection with the platform.
Third, AI revolutionises lean-forward discovery mechanisms, such as search. We can now transition from limited term-based searches to more semantic and natural language-based interactions, allowing users to find content with unprecedented ease and accuracy.” CATALYST.“ At CSG, we see AI as a catalyst for transforming how CSPs engage with their customers,” notes Sean Casey, SVP product management, CSG.“ In terms of user engagement, AI enables hyperpersonalised experiences, from tailored content recommendations to dynamic service bundles, that drive deeper interaction and loyalty.”
“ For content navigation, AI simplifies complexity. Whether it’ s guiding users through selfservice portals or surfacing relevant support content, AIpowered search and recommendation engines reduce friction and improve satisfaction.”
“ And when it comes to content promotion, AI helps providers deliver the right message at the right time. By analysing behavioural data and contextual signals, AI can optimise campaign targeting, boost conversion rates and even predict what content will resonate next,” he explains.“ Ultimately, AI isn’ t just enhancing discovery— it’ s reshaping the entire customer journey.” CONNECTIONS.“ AI fundamentally transforms the content discovery experience,” asserts Tim Pearson, vice president, global product marketing & strategic alliances, NAGRAVISION.“ For user engagement, we’ re moving beyond passive browsing to create personalised entertainment journeys that understand not just what users watch, but how they engage with content. This creates stronger emotional connections and significantly increases platform time. In terms of navigation, AI streamlines the discovery process through intelligent content rails and behavioural analysis, creating intuitive pathways rather than overwhelming users with endless catalogues.
“ AI has made a significant improvement to discovery, with Gen AI a particularly disruptive force.”- Paolo Cremonesi, ContentWise
“ For content promotion, AI enables dynamic, targeted campaigns that adapt to individual user profiles, unlocking new monetisation opportunities through premium offerings and precisely targeted advertising. The key differentiator is sophisticated implementation with deep back-end integration, not superficial UX enhancements,” says Pearson.
“ AI takes content discovery far beyond‘ because you watched X’ type recommendations,” suggests Maria Bakirtzaki, senior lead product manager- content discovery at Synamedia.“ It supports editorial teams by helping them to create curated collections that traditional tools might miss, and by dynamically organising homepages or feeds to surface relevant titles. AI also improves catalogue promotion, ensuring new releases and long-tail content reach the right audiences. Overall, AI turns large libraries into navigable, personalised experiences that keep users engaged.” TAILORED.“ AI delivers myriad benefits,” states Peter Docherty, CTO and co-founder ThinkAnalytics.“ Editorial teams can use AI to create themed collections and FAST channel schedules without manual sorting, increasing the discoverability of underutilised content. Another area is metadata enrichment. For example, ThinkMetadataAI analyses titles using its ontology to generate rich metadata, which fuels both discovery and targeted advertising.”
“ Our ThinkMediaAI platform uses AI to deliver over eight billion daily recommendations to 500 million viewers across 47 languages, making it one of the most widely deployed content discovery engines globally. It delivers hyper-personalisation with real-time viewer profiles, enabling tailored recommendations that resonate with
|
High AI use in the Nordic media industry
Artificial Intelligence( AI)
is already well embedded
in the Nordic media and
telecom industry. According
to Mediavision’ s new Industry
Outlook on AI, more than 70 %
of professionals use AI in their
work on a regular basis. Industry
stakeholders also express high
expectations of AI as two thirds
of respondents believe it will
significantly affect their business
|
within the next five years.
Today, AI is widely used in the Nordic media and telecom industry, with over 70 % of the surveyed professionals regularly using AI tools for work tasks. The industry professionals believe that AI will bring cost and time savings, and the technology is expected to impact several parts of their business.
Professionals in production see strong potential for AI in subtitling, editing, and visual effects. In streaming and
|
|
|
broadcasting, AI is expected to optimise scheduling, personalise recommendations, and improve advertising. In telecom, AI have the most potential in customer support, where the technology already is widely used.
However, several barriers are stated by the industry professionals: A clear knowledge gap, uncertainty around IP rights and data privacy, as well as concerns about trust in AIdriven decisions.
“ AI is already widely adopted
|
in the Nordic media industry, with a vast majority using AI tools on a regular basis,” says Joakim Klingspor, head of strategy at Mediavision.“ However, AI adoption is still believed to be in its infancy, as stakeholders expect it to deliver greater value in the coming five years. This development is also expected to lead to a reduction in headcount, raising questions about how organisations will balance efficiency gains with potential job losses. |
|
|
|
EUROMEDIA 9 |