AI is becoming the “new UI” for discovery and personalization. AI-powered discovery is moving from a feature to a primary interface layer for TV platforms. Instead of relying on menus and app-first navigation, platforms are emphasizing conversational search, intent-based recommendations, and smarter personalization. CES reinforced that assistants and generative AI (like Gemini and Alexa+ integrations) will increasingly shape what viewers see first and what they choose next. This also raises the importance of metadata and platform-level visibility, since discovery is becoming more algorithmic and less user-driven.
This has major market implications because it shifts TV from an app-driven experience to a platform-driven, intent-based experience, where the OS and assistant increasingly decide what gets seen first. As Google previews Gemini upgrades for Google TV, moving beyond search into visually rich “deep dives,” personalized content surfacing, and even voice-based control of picture/audio settings, TV platforms become more like interactive operating systems than passive launchers. Amazon’s revamped Fire TV interface and deeper Alexa+ integration reinforce the same direction: a streamlined, AI-forward home screen that aggregates across subscriptions and prioritizes personalized recommendations.
The result is a redistribution of power and economics. Platforms gain leverage over streaming apps through control of recommendation surfaces, while advertisers benefit from richer targeting and new ad products tied to intent and engagement; meanwhile, publishers face higher stakes around metadata, discoverability, and potential “pay-to-play” placement. In parallel, AI-driven personalization makes identity, data access, and ecosystem integration (smart home, voice, commerce) more valuable strategic assets, likely accelerating consolidation and increasing differentiation between platforms that own user context versus those that don’t.
