Media industry looks to AI for content personalization

Companies like Roku, Amazon Web Services and Synamedia have started using AI and improved metadata to offer customized content, particularly in live sports. Executives say that this approach can help increase engagement and reduce churn.

“Personalization really has to be top of mind,” says Preston Smalley, vice president of product management at Roku, which is working hard to maintain its position as the most popular streaming platform in the U.S. by improving the user experience with customized user interfaces, new content destination zones, better search and other efforts to personalize streaming.