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AI to End Endless Scrolling on Streaming?
20 Sep
Summary
- AI could shift content discovery from keywords to user intent.
- Millennials and Gen Z find social media more relevant than TV.
- India's diverse market presents a unique content discovery challenge.
The overwhelming abundance of streaming content has led to a common frustration: endless scrolling with no satisfactory viewing choice. Artificial intelligence is poised to transform entertainment discovery by shifting from a keyword-based search to an intent-based understanding of what a user wants.
Experts suggest AI can decipher moods and specific needs, such as "something funny and light under 30 minutes," rather than relying on known titles or genres. This approach acknowledges that younger demographics, like Gen Z and millennials, often find social media content more relevant due to its personalized nature.
In highly diverse markets such as India, where content is consumed across numerous languages and preferences, AI's ability to understand context becomes even more critical. AI could personalize recommendations based on language, device, and viewing situation, offering a more tailored experience.
Furthermore, AI may integrate fragmented entertainment experiences, potentially turning smart TVs into comprehensive entertainment assistants. This evolution could extend to creating a complete viewing environment that matches a viewer's mood, not just their playlist.
While AI offers significant potential for smarter discovery, challenges remain. The amount of data required for deep personalization raises privacy concerns, and there's a risk of creating echo chambers. The ultimate goal is to enhance discovery without limiting viewers to content they already know they like.
