EE TV Transforms the TV Experience by Becoming the UK’s First Pay-TV Service to Introduce Conversational, AI-Powered Search

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• New Smart Search feature understands conversational language, allowing viewers to search by mood, theme, plot, or even a favourite line by speaking into their remote
• EE TV also introduces the UK’s first Mood Matcher feature, which asks users a few quick questions to recommend the perfect show or film in moments
• Launch comes as new research reveals how difficult choosing something to watch has become, with nearly half of Brits claiming they rely on their phones to find out what to watch next

EE today launched Smart Search on EE TV, a new AI-powered content discovery feature designed to help viewers find what they want to watch faster and more easily than ever before - tackling the frustration of endless scrolling across apps and channels. The move forms part of EE’s plan to bring the latest innovative features to customers.

Representing the next step in the evolution of TV searching, EE TV’s Smart Search transforms the way people look for content by understanding how viewers naturally think about what they want to watch. Instead of needing to know the exact title of a show or film, viewers can simply describe what they’re looking for by mood, theme, plot element or even a favourite one-liner. Smart Search then pulls together results from across live TV, on-demand libraries and streaming apps on EE TV, presenting everything in one place so customers can spend less time searching and more time watching.

Using AI to interpret natural language queries, Smart Search allows viewers to search in the way they naturally think, whether that’s “a funny detective show”, “a film with the actor from The Inbetweeners”, or even a quote they remember from a favourite scene. By bringing together results from across EE TV’s integrated apps and channels, the feature removes the need to open multiple services or remember which platform hosts a particular title.

EE is also launching Mood Matcher, an AI-powered feature that takes the pain out of choosing what to watch. Customers can answer a few quick questions about their mood, genres and themes, and Mood Matcher will instantly serve up a personalised selection of shows and films. It's especially handy for groups, cutting through the endless debate to get everyone on the sofa and watching faster.

The launch comes as new EE consumer research highlights how difficult choosing something to watch has become. According to the research, 41% of TV viewers want to discover new content but don’t know where to start. Meanwhile nearly half (45%) say they regularly rewatch the same shows simply because choosing something new feels like too much effort, and over a third (38%) say deciding what to watch is the number one cause of tension in their household.

It’s not just the indecision that Smart Search can lend a helping hand to solve, as 42% of British viewers claim that they rely on their phones for content discovery, highlighting a fragmented viewing journey across multiple devices, with a further 61% of Brits claiming that they want a unified view of live and on-demand content. EE TV’s Smart Search brings everything together, offering a seamless experience on one device across both live and on-demand TV.

Luciano Oliveira, Director of Product, Home & TV, EE: "Choosing what to watch shouldn’t be hard, but for millions of households, it genuinely is. We’ve all lost half an hour to scrolling, or given up and rewatched something familiar just to end the debate. Smart Search and Mood Matcher are our answer to that: describe what you’re in the mood for, answer a few quick questions, and EE TV does the rest. Welcome to spending less time deciding, and more time relaxing and enjoying the TV you love”.

Paolo Pescatore. Technology, Media and Telecoms Analyst, PP Foresight: “Too much choice without smart discovery turns entertainment into frustration. With so much choice across so many apps and services, people do not want to waste time endlessly scrolling just to find something worth watching. The quicker viewers can discover the right show, the better the experience feels. In a market where audiences are spoilt for choice, making discovery faster and easier is becoming just as important as the content itself. In a world of endless choice, fast discovery is the real killer feature.”

With Smart Search and Mood Matcher, EE TV continues its mission to simplify entertainment by bringing together live channels, streaming apps and on-demand content into one seamless experience - making it easier than ever for viewers to find their next favourite show.

Smart Search and Mood Matcher are available now via the EE TV app on compatible TV devices, with plans to extend availability to EE TV Pro and EE TV Box Edge customers at a later date. For more information please visit ee.co.uk/smartsearch