EE, a BT-owned company, is addressing the common issue faced by numerous UK households of spending more time searching for something to watch than actually watching it. To combat this, EE is introducing Smart Search, a new feature on its TV devices that competes with services like Freeview and Sky.
Smart Search enables users to find content based on descriptions rather than specific titles. By searching using moods, themes, plot details, or quotes, viewers can easily locate desired shows or movies. For example, a simple search for “Marty McFly” or “sci-fi” can lead to finding the movie “Back to the Future.” The feature aggregates results from live TV, on-demand services, and various streaming apps into a single interface for convenience.
In addition to Smart Search, EE is launching Mood Matcher, an AI-powered tool that further refines viewing choices. By answering a few questions about preferences, genres, and moods, users receive personalized recommendations tailored to their tastes. This feature is particularly beneficial for families deciding on a movie for a Saturday night.
Luciano Oliveira, Director of Product, Home & TV at EE, emphasized the user-friendly nature of these features, stating that Smart Search and Mood Matcher simplify the viewing selection process. While Sky offers similar voice search functionalities, EE takes pride in being the first pay-TV service in the UK to introduce conversational, AI-powered search capabilities.
Technology analyst Paolo Pescatore noted that enhanced content discovery enhances the overall viewing experience, especially in a content-saturated environment where audiences are inundated with options.
Smart Search and Mood Matcher are currently accessible through the EE TV app on compatible televisions, with forthcoming support for EE TV Pro and EE TV Box Edge devices. More information can be found at ee.co.uk/smartsearch.