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series could be stuck on where to take a show in series seven. Could the audience and viewing data they already have, allow an AI to suggests the outcome of the story? Could they build more engagement in the next season because they can see how engagement was changed in previously by certain types of story decisions? In 2016, IBM Watson used AI to build and maximise the scariness of a trailer for Fox’s sci-fi horror movie Morgan, and there’s no reason not to believe that AI’s can be used to tweak content as we watch it, based on our tastes or the requirements of the moment.
ONE OF THE BEAUTIES OF VIDEO IS THAT IT’S A MASSIVE PRODUCER OF DATA
Over the next few years we’ll be entering an era of rolling benefits in terms of AI and machine learning. There will be benefits both for end users and for providers, not just for the video industry, but for any kind of business that uses data. CUSTOMISED CONTENT As AI develops, the insights that can be gained will be increasingly detailed and useful. Most of the machine learning applications available today use the technology to perform an action or sequence of actions. But there are new
companies like Crystal Knows which, having scanned and assessed a person’s personal network, delivers a report on kind of personality they have, how best to communicate with them and what their likes and dislikes are. This style of insight generation is likely to become more and more the norm. For video businesses, this kind of personal understanding of a customer, based on machine learning and AI, can even be used to help build stories. Potentially stories could be adjusted as they’re shown. The producers of a drama
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