EE has introduced what it says is the UK’s first pay-TV conversational AI search service, adding new Smart Search and Mood Matcher features to EE TV.
The BT-backed operator said Smart Search allows viewers to look for content using natural language rather than exact programme titles. Users can search by mood, theme, plot point or even a remembered line of dialogue, with results drawn together from live TV, on demand libraries and integrated streaming apps on the EE TV platform.
Alongside the new search function, EE has also launched Mood Matcher, a recommendation tool that asks viewers a series of questions about mood, genres and themes before suggesting a tailored shortlist of programmes and films.
EE said the launch is designed to address the growing problem of content overload and fragmented discovery. In research commissioned by the company, 41% of viewers said they wanted to discover new content but did not know where to start, while 45% said they regularly rewatched familiar shows because choosing something new required too much effort. The study also found that 42% rely on their phones to discover content and 61% want a unified view of live and on-demand programming.
Luciano Oliveira, director of product, home and TV at EE, said “Choosing what to watch shouldn’t be hard, but for millions of households, it genuinely is. We’ve all lost half an hour to scrolling, or given up and rewatched something familiar just to end the debate. Smart Search and Mood Matcher are our answer to that: describe what you’re in the mood for, answer a few quick questions, and EE TV does the rest. Welcome to spending less time deciding, and more time relaxing and enjoying the TV you love”.
Paolo Pescatore. Technology, Media and Telecoms Analyst, PP Foresight added: “Too much choice without smart discovery turns entertainment into frustration. With so much choice across so many apps and services, people do not want to waste time endlessly scrolling just to find something worth watching. The quicker viewers can discover the right show, the better the experience feels. In a market where audiences are spoilt for choice, making discovery faster and easier is becoming just as important as the content itself. In a world of endless choice, fast discovery is the real killer feature.”
Smart Search and Mood Matcher are available immediately through the EE TV app on compatible TV devices. EE said the features will be extended to EE TV Pro and EE TV Box Edge customers at a later date.
