EE, a subsidiary of BT, is rolling out an innovative feature called Smart Search on its TV devices to simplify content discovery for UK households bombarded with numerous viewing options. This new functionality aims to compete with popular services like Freeview and Sky by allowing users to search for shows based on descriptions of mood, themes, plot details, or even memorable quotes, eliminating the need to know specific titles. For instance, users can find the movie “Back to the Future” by simply mentioning keywords like “Marty McFly,” “Great Scott,” or “sci-fi.”
In addition to Smart Search, EE is introducing Mood Matcher, an AI-driven tool that assists viewers in refining their viewing choices. By answering a set of questions related to mood, preferred genres, and themes, customers receive personalized recommendations, making it easier for families to decide on a Saturday night movie. While similar tools exist in Sky, Freeview lacks comparable features.
Director of Product, Home & TV at EE, Luciano Oliveira, emphasized the user-friendly nature of Smart Search and Mood Matcher, stating that these tools streamline the content selection process for households. EE prides itself on being the first pay-TV service in the UK to offer conversational, AI-powered search, surpassing the voice search capabilities of Sky.
Technology analyst Paolo Pescatore highlighted the significance of faster content discovery in enhancing the viewing experience, particularly in a content-saturated environment. Smart Search and Mood Matcher are currently accessible through the EE TV app on compatible televisions, with future support planned for EE TV Pro and EE TV Box Edge devices. Detailed information can be found at ee.co.uk/smartsearch.