- Helps create videos directly from the TV experience
- Engages users in interactive storytelling, changing narratives based on viewer choices
- Helps create music
- Makes the viewer part of the story by incorporating user images or videos
- Easily creates memes from on-screen content and enables sharing
- Brings users into games using live video of the viewer integrated into gameplay
For CTV platforms, this shift opens new opportunities for differentiation, engagement, and monetization. Interactive storytelling, AI-assisted creation, and participatory entertainment experiences are especially compelling for households with kids, a segment that already over-indexes on streaming usage and device engagement. As generative AI capabilities mature, platforms that successfully integrate these tools in intuitive, accessible ways will be better positioned to capture attention, loyalty, and time spent on the big screen.
Google’s Gemini announcement is a strong signal of where the market is heading. Parks Associates data shows consumers—particularly families—are ready for this next phase of TV, where AI transforms the living room into a more dynamic, creative, and interactive entertainment environment.
This is exactly the type of functionality we can increasingly expect from CTV platforms. As generative AI becomes embedded directly into operating systems, the big screen is evolving from a destination for video consumption into a hub for participation, creativity, and shared experiences.
Parks Associates research supports this trajectory. Our Gen AI in Entertainment study tested consumer interest in a range of AI-powered features for smart TVs. These included AI-enabled tech support, automated caption creation, deepfake and video authenticity detection, sports-related intelligent features, and a wide range of creative and generative applications.
The data shows meaningful consumer appetite for these experiences today. Fifty-three percent of consumers in U.S. internet households find at least one AI-driven content creation application appealing, and that interest jumps significantly among families—70% of households with children say at least one of these features is appealing. This is a critical insight for platforms like Google TV, which already sit at the center of shared household experiences.
When we tested specific creative and interactive AI concepts, consumers responded positively to features that blur the line between viewer and creator, including AI that: