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EE has rolled out a new AI-powered discovery feature, Smart Search, on its EE TV platform, aiming to make it easier for viewers to find content across live TV, on-demand services and streaming apps.
The tool allows users to search using natural language, enabling queries based on mood, themes, plot elements or even partial quotes, rather than requiring specific titles. Results are aggregated from across the platform’s integrated services, reducing the need to navigate between multiple apps.
Alongside Smart Search, EE has also launched Mood Matcher, a feature that recommends content based on users’ preferences and current mood through a short series of prompts.
The launch comes as audience research points to growing frustration with content discovery. EE found that many viewers struggle to choose what to watch, with a significant share defaulting to familiar programmes or relying on external devices such as smartphones to browse options. The findings highlight the increasingly fragmented nature of content consumption across platforms.
By introducing AI-led discovery tools, EE aims to streamline the viewing experience and offer a more unified way to navigate its content ecosystem. Smart Search and Mood Matcher are now available via the EE TV app, with broader rollout planned across additional devices.
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