Tubi, Fox Corporation’s ad-supported video-on-demand service, is teaming up with artificial intelligence program ChatGPT to change the way viewers navigate the streaming platform.
It’s also the first time a streaming service has officially partnered with AI technology to improve its search function.
Tubi’s technology, Rabbit AI, which is powered by ChatGPT-4, allows “viewers to go beyond simple keyword searches and ask questions in the same way you would ask a friend.” For example, a user can type “shark movies that are funny” into Rabbit AI and they will receive a list of relevant titles such as “Sharknado” and “Sharkula.”
Tubi said the home screen will also change over time, as the containers will begin to include more personalized recommendations, such as “adding Hitchcock films to your Thriller container after a night of watching classic films.”
Blake Bassett, senior product director at Tubi, said: “One in five streamers binge-watch because it’s convenient or easier than searching for another show.”
He added: “At Tubi, we are uniquely positioned to find content for viewers that is specific to the moment they are in, because of our large library and our personalization and machine learning algorithms. With Rabbit AI we make discovering content fun again.”
According to the streamer, the technology builds on its “current suite of content discovery tools,” including saving content to “My List,” liking or disliking titles or watching shows or movies.
Tubi said it started rolling out a beta test version of Rabbit AI to its iOS mobile app on Tuesday for users in the United States. The Rabbit AI plugin for ChatGPT is also available on OpenAI for subscribers.
Earlier this month, the streamer announced that it has reached more than 74 million monthly active users.