Google Cloud has announced new Vertex AI Search capabilities that are purpose-built to help media and entertainment companies give audiences more personalised experiences. Recommendations are our first generally available capabilities, providing media companies with generative AI-powered recommendations that will keep audiences engaged by delivering personalised content recommendations that speak directly to consumers’ individual interests.
More than 71 per cent of consumers expect to receive personalised interactions, and 76 per cent get frustrated when that doesn’t happen (source: McKinsey). With recommendations, companies can address this frustration, while also benefiting from more meaningful engagement on their platforms. According to a recent Harris Poll study commissioned by Google Cloud, 79 per cent of respondents report having kept a subscription after discovering new content. By providing more personalised content recommendations, media and entertainment companies can increase time spent on their platforms, which can lead to higher revenue and retention.
“Vertex AI Search is becoming an essential tool for media and entertainment companies, helping them improve and deepen audience engagement,” said Anil Jain, managing director, Strategic Consumer Industries, Google Cloud. “The new capabilities launched today will provide personalized recommendations for content using gen AI, which can help media companies better engage, grow, and retain their audiences.”
Google Cloud is committed to investing in the development of new technologies that are specifically designed to help media and entertainment companies better distribute and monetise their digital content. The new Vertex AI Search capabilities build upon Google’s proven track record for developing successful video streaming platforms like YouTube and news aggregator services like Google News, as well as personalised product recommendations for e-commerce.
“Ensuring audience engagement is critical to our business, and gen AI holds the key to delivering personalised experiences that elevate our connection with viewers,” says Robin Chacko, EVP Direct to Consumer, STARZ. “With Google Cloud’s Vertex AI Search for media and recommendations capabilities, we can deliver tailored content that truly speaks to our viewers’ unique interests.”