The concept of artificial intelligence is not a new one. In fact, AI has been around since the mid-twentieth century, when researchers first began working on creating computer programmes grounded in the basic principles of logic and feedback mechanisms. Since then, AI has gone through significant progress as our technological capabilities, and our understanding of intelligence, has progressed.
Now, the AI industry is worth billions of dollars, with tech giants around the globe investing considerable resources into refining and implementing artificial intelligence into their operations. One of the areas already utilising powerful AI tools in order to tailor experiences to users in the online entertainment industry, where leading sites are able to utilise data for the benefit of customers.
Between gaming and online streaming, internet users have more options at their fingertips than ever before; Netflix alone has more than 35,000 hours’ worth of content, and if fast-approaching the milestone of offering users 6,000 separate titles. This wealth of choice serves to ensure that all users are able to stream series, films, and documentaries without needing to look elsewhere for worthwhile content, but it only stands in streaming sites’ favour if users are able to find it in the first place.
With AI capable of learning from vast quantities of data, streaming sites can personalise each user’s profile, offering them more of the content they will actually watch, and preventing them from feeling lost in a sea of irrelevant or inappropriate options.
In the gaming sector, where the gambling industry is driven by the ability to offer gamers a staggering variety of games, AI can be utilised as a means of tailoring the choices to the players. It can sort through a considerable archive of information, and determine whether a player would be better suited to, say, a French poker room or 3D roulette for English Players, ensuring that user experience is optimised on an individual basis.
Spotify’s userbase of 170 million listeners are also able to benefit from the assistance of artificial intelligence and smart data, as the site utilises data from all over the internet to create a unique experience for users and artists.
Their investment into AI has no doubt enabled them to take the lead within the music streaming industry; users can access a personalised home page filled with recommendations based not just on their listening history, but on the wider scope of the music industry – what they refer to as ‘cultural vectors’ – beyond the context of the site itself.
By integrating more than just your listening history, or even the listening histories of users who share the same tastes in music, Spotify is able to offer an incredibly powerful tool for the industry, and online entertainment in general.
Industry leaders Facebook and Instagram utilise AI for a range of purposes, from facial recognition to content organisation. Similarly, in the realm of marketing, AI can be utilised by businesses to offer the greatest possible insights into engagement, track trends, prevent and block misuse of the platform, and target the most lucrative audiences available.
Offering new content to users based on their habits and interests, and targeting ads at the most relevant groups ensures that all aspects of engagement are used to benefit users and brands alike. Every aspect of a user’s experience offers significant insight into their interests, and AI is the key to accessing this insight on a large scale.
Artificial intelligence offers an incredibly powerful tool within the online entertainment industry. Big data offers little value to sites unless they also possess the resources with which to organise it, identify patterns and trends, and harness information in order to create personalised user experiences that promote a greater level of engagement.