The various ways content can be delivered have become significantly more targeted and technical. In the not-so-distant past, content was delivered physically through stores, vending machines, and mail. In today’s entertainment world, AI/Machine Learning is leveraged to provide the most relevant content to users on an individual level we’ve never seen before.

Providers take advantage of AI’s strengths in a variety of ways. The primary avenue is customizing the data presented to users while searching for programs on their platform of choice. Marketing materials, for example, change depending on the users’ interests including favorite shows, categories, and patterns in their viewing habits. Movies and TV series may have different banners or trailer previews to pull in different audiences – for example, one may target an action-oriented audience while another is focused on a more comedic angle. Using a similar philosophy, viewing suggestions are also based off previously watched programs. A provider like Netflix or Hulu has a vast amount of data and information to use based on user behavior. AI is used to dig deeper to build models for trends which may not see apparent or to fine tune categorization. The most direct approach involves the recommendations that pop up as soon as a user logs in. The goal has become to deliver the most relevant and intriguing content in the most user-friendly way possible.

As an example, with a major direct to consumer company, FPT provided the resources and technical knowledge to enhance the overall user experience by building a natural language processing platform enabling voice control, as well as enhancing the recommendations platform through deeper data analysis. By optimizing the user experience, churn and dissatisfaction caused by viewers’ frustration with being unable to find the content they’re looking for can be reduced. As these processes continue to progress, the future of content delivery lies in leveraging data and advanced AI and machine learning techniques to uncover previously unidentified insights that can help to enhance the user experience further.

Generative AI and Large Language Models (LLM’s) have leapt into the conversation over the last year, thanks to tools such as Chat GPT. These technologies hold a lot of promise for transforming how entertainment content is delivered and consumed. Imagine being able to find what you’re looking for simply by “having a conversation” with your application (e.g., “I’m in the mood for a great comedy-action movie” might give you a list of 20 movies – you can further refine the list by stating “Show me a critical darling from the last 5 years that isn’t focused on superhero’s” – and the conversation can continue until you find the perfect movie for your evening).   Options can be further refined by leveraging AI to characterize scenes within movies or shows. For users, this means a more accurate and more natural search function leading to a better experience. For providers, the ability to collect data based off pausing within certain scenes or parts that have been rewatched frequently can provide valuable insight into their viewer’s interests. With these concepts being just the tip of the iceberg, it’s safe to expect a range of AI technologies will have a much larger ongoing role in bringing compelling content to consumers.

To reach further into the future, exploration into what these technologies can provide is required to reach its full potential. FPT is at the forefront of research and development in AI, Machine Learning, and Large Language Models. With over 1000 AI engineers and 50 PhD’s from top universities, our team can provide the expertise to build out advanced applications fit for your needs. We offer a “lab for hire” experience featuring cost savings through a best shore philosophy, proofs of concepts, and a hyper-focused plan personalized to your goals in mind.

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Author FPT Software