THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING USER EXPERIENCE ON OTT PLATFORMS

Artificial Intelligence (AI) plays a pivotal role in enhancing user experience on Over-The-Top (OTT) platforms by enabling personalized, efficient, and engaging content delivery. Through advanced algorithms, AI analyzes vast amounts of user data—such as viewing history, preferences, and behavior patterns—to provide personalized recommendations and curated watchlists. Machine learning models help predict user interests, reducing content discovery time and increasing viewer satisfaction. Natural Language Processing (NLP) enhances voice search and subtitle generation, while computer vision supports better content tagging and moderation. AI also enables dynamic content optimization, adaptive streaming, and real-time quality adjustments, ensuring seamless playback experiences across devices. Additionally, sentiment analysis and user feedback processing allow platforms to adapt and respond to audience demands more effectively. By leveraging AI-driven analytics, OTT providers can not only retain subscribers but also improve engagement and content relevance. Overall, AI transforms OTT platforms into intelligent ecosystems that offer tailored, intuitive, and immersive user experiences.