This website is best viewed in portrait mode.

Publication Name:
Date: November 24, 2023

Tata Elxsi AI Innovations Driving New Trends in Personalisation

Tata Elxsi AI Innovations Driving New Trends in Personalisation
Critical Role of AI Algorithms in Shaping the Landscape: From Tailoring Personalized Recommendations to Analyzing User Behavior

Can you provide an overview of how AI innovations are currently being utilized to create interactive and personalized content experiences?

The ongoing trend in content delivery is centered on interaction and personalization, with AI technology taking the forefront as a pivotal player in the media and broadcasting sector. AI algorithms play a vital role in this landscape, extending from tailoring personalized recommendations to scrutinizing user behavior. Their application significantly augments the overall viewing experience while concurrently aiding businesses in making data-informed decisions.

Below are some of the ways in which AI is being used for personalized and interactive content –

Personalized recommendations: AI-driven recommendation systems are widely used in streaming services and OTTs. These analyze data gathered from user behavior, likes, and prefer ences to suggest content such as movies, music, and other content.

Content curation: AI tools are not just limited to personalized recommendations. Rather, they are being used to curate content by categorizing, tagging, sorting, and so on. This helps users discover content that aligns with their interests, especially in the vast sea of content available today.

Virtual assistants and chatbots: Recommendations aside, AI is a key player in interactive media. For one, AI tools are used for chatbots and virtual assistants that provide personalized interactions with users. They can answer questions, provide recommendations, and offer customer support, that enhances the overall user experience.

AI for advertising: Advertising and marketing have come a long way and we have personalized and curated ads today. Based on user data, demographics, and other factors, AI is being utilized to create advertisements and deliver them more effectively. In AdTech, we are working on automated ad insertion and Virtual Ad placement.

Generating content: Content recommendation and curation aside, AI tools are also deployed to create content as well. Be it articles, reports, art, or music, Generative AI tools are being actively deployed in the modern broadcasting industry. For the Media industry, we are using GenAI for content discovery and meta data enrichment.

AR/VR for personalization: The new trend is diving into AR and VR experiences, blurring the line between digital and reality. AI is playing a crucial role here, providing personalized virtual environments and interactions for users. This makes the immersive experience even more engaging and relevant to the viewer.

What are some specific examples or use cases where AI-driven technologies have successfully fostered deeper connections through personalized content experiences?

Today, we are at times of hyper-personalization and AI is at the forefront to be able to achieve this. With the increased amount of video content in the market, it has become challenging for users to search for the content that they want to watch. A recent survey indicates that 83% of viewers look for something new to watch a few times per month and 42% of viewers spend their time searching for the right content to view. Some examples of how AI-driven technologies have successfully fostered deeper connections through personalized content experiences are mentioned below –

  1. Curated social media feeds – Social media platforms have also come a long way. The platforms are upgraded with AI tools that analyze behavior and interests to deliver content that is more likely to resonate with individual users.
  2. E-commerce/shopping recommendations – Online shopping platforms have also been upped the ante when it comes to personalization. AI tools have been picking up data on previous buying behavior. E-commerce platforms are now delivering more personalized product recommendations, which has further increased the chances of buying and better sales for brands.
  3. Music streaming platforms – Broadcasting streaming platforms now extend to music and podcast streaming apps. AI tools are being deployed to better understand the kind of music/podcasts that a user is interested in to provide similar playlists and shows.
  4. Content streaming recommendations - Operators are continually enhancing traditional content discovery methods by integrating powerful recommendation engines, and interactive UI for the near term and adopting AI for long-term success.

Tata Elxsi’s Center of Excellence (CoE) has developed a platform designed to expedite deployments with a focus on achieving heightened levels of personalization and swifter content discovery. This AI-driven intelligent video analytics solution centers around image tagging as its core feature. Its primary objective is to provide insights that enhance the customer experience through immersive and targeted advertising, closed caption generation for individuals with hearing impairments, interactive gaming analytics, and content performance analysis, among other notable features aimed at improving the overall user experience. The presence of a platform utilizing AI technology to empower viewers in searching, discovering, and promptly accessing highly personalized content is poised to be a determining factor for the success of OTT (Over-The-Top) operators.

How does AI impact user engagement and interactivity in content creation?

User engagement is crucial for customer retention today, especially for the broadcasting industry and OTT platforms. It boils down to personalization and content curation to enhance user engagement. AI-driven user data analysis also plays a key role in understanding the latest trends and preferences. Understanding user engagement will in turn help in improving the quality and quantity of the content, which in turn impacts the overall user engagement.

What are the key technologies and tools that content creators use to implement AI-driven personalization in their content?

There are several AI-driven technologies and tools to implement personalization in content. This could be machine learning frameworks like TensorFlow, PyTorch, and scikit-learn.

These are used to develop and deploy machine learning models for tasks such as natural language processing (NLP), recommendation systems, and image recognition. NLP libraries are also used by content creators who work with text data. These tools can aid with sentiment analysis, language translation, and content generation. More com-monly, AI-based recommendation engines offer algorithms to personalize content recommendations based on user behavior and preferences.

In what ways can AI adapt content to suit the preferences and needs of individual users or target audiences?

This is where the core of the AI algorithm comes at its best. Every data point or features about the content, usage history is stratified in high dimensional space, which we call embedding space. This is a complex representation of information in human unreadable matrix format, which is used to search and collocate the information needed for an identified user or target audience. The trick is in the design of this embedding space, which places all similar items in a close neighbourhood. AI algorithms deployed for the task of adapting the content to the target audience is constantly optimizing the search space for better co-location and faster retrieval.

How does AI enable content creators to collect and analyze user data for more effective personalization?

AI is the key driver behind the feasibility of both personalization and hyper-personalization today. AI-powered tools and algorithms play a pivotal role in automating data processing, recognizing patterns, and extracting valuable insights. These insights are instrumental in delivering personalized content and recommendations within the realm of the broadcast and media industry.

AI for data collection – AI systems integrate data from various sources like websites, mobile apps, social media, and more to create a unified user profile. It’s also possible to capture user data in real-time, enabling content creators to respond quickly to user behavior and preferences. The massive volumes of data are further identified and cleaned by AI tools, which further help in personalization of the highest quality.

AI for data analysis – AI tools further assist in analyzing the data collected. For one, AI algorithms are applied for user profiling, behavioral tracking, and so on. Moreover, AI employs machine learning algorithms to build predictive models that can forecast user behavior and preferences. For instance, predicting which products a user is likely to purchase or which content they will engage with. AI-powered recommendation systems also analyze user data and generate personalized content suggestions based on behavior trends.

Ultimately, AI streamlines the collection and analysis of user data, making it more efficient and accurate. This enables content creators to implement highly effective personalization strategies, resulting in more engaging and relevant content for their target audiences.

What are the ethical considerations and challenges associated with AI-driven personalization in content, such as privacy concerns or potential biases?

The implementation of AI-driven personalization raises numerous ethical concerns and challenges that demand the attention of broadcasters and content creators. These encompass issues like privacy, data protection, user manipulation, user autonomy, and various related matters.

Spokesperson: Biswajit Biswas - Chief Data Scientist, Tata Elxsi