CocoWa+ Equipped with KeyTalk AI Solution
Search in Everyday Language That Resonates with Users
"Will Present the Most Advanced AI Service"
Everyone has experienced scrolling through search lists without knowing what to watch amid the flood of online video service (OTT) content. According to a survey released by Nielsen last August, Americans spend an average of 10.5 minutes finding streaming content they want to watch. The overwhelming amount of content makes it difficult to choose.
Accordingly, recently, generative artificial intelligence (AI) technologies like ChatGPT are being integrated into OTTs to provide services that find content perfectly suited to users' tastes. The native OTT Wave operates the K-content specialized OTT 'KOCOWA+' in the North American region, which has been offering a service equipped with an AI search solution since last month.
On the 10th, Wave Americas announced that it has integrated the AI search solution from prompt engineering company KeyTalk AI into KOCOWA to provide a customized viewing experience.
Functioning as a kind of OTT version of ChatGPT, users can input keywords such as "a free-spirited protagonist and fast-paced sci-fi movie," and the system recommends works that match. Additionally, the AI extracts keywords like "binge-worthy drama" from viewed content and recommends similar titles.
Generating appropriate search keywords is one of the essential elements in OTT services. It reduces search time and increases user engagement with the service. Geunhee Park, CEO of Wave Americas, said, "The most important thing on streaming platforms is to keep users connected," adding, "We need to continuously introduce content that users want, and we automate this by recommending related search terms."
While many portals use AI to generate search keywords, most global OTTs still rely on manual keyword input. Only a few, such as the U.S. FAST (Free Ad-Supported Streaming) platform Tubi, which introduced an AI recommendation tool equipped with ChatGPT last month, have adopted this approach. KOCOWA is distinguished by utilizing the KeyTalk AI solution to provide precise content recommendations in everyday language.
CEO Park said, "Personalized recommendations started by Netflix in the past received attention, but now they feel somewhat predictable. Passively receiving content recommendations is no longer meaningful," adding, "Besides searching by existing titles, actor names, or director names, we thought to adopt fresh natural language." He continued, "If we automatically generate natural language expressions that resonate with users, such as 'free-spirited,' 'very old-fashioned,' or 'very lively,' beyond genres and categories like horror or romance, and show search results based on these word combinations, viewers will find it enjoyable."
Because AI is integrated, it automatically reflects changes in personal viewing history and language. For example, if people used to say "trendy movie" but now say "hip movie," the AI recognizes this automatically without needing separate data input. Although the service language (English) and content language (Korean) differ, the big data accumulated through the service is applied to provide natural results. They plan to expand into Europe and differentiate the service by adopting this solution there as well. CEO Park stated, "As the leading platform for Korean content, we will showcase the most advanced AI service."
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