Tubi, a leading streaming service, is set to revolutionize its user experience by leveraging OpenAI’s ChatGPT in a feature called Rabbit AI. This innovative tool promises to transform how users discover new content on the platform, offering recommendations as diverse as ‘comedies with an unexpected twist’ to ‘high school-themed horror films.’
The vast library of Tubi often presents a challenge for viewers, who can find themselves endlessly scrolling through options without settling on a choice. With Rabbit AI, Tubi aims to streamline this process, enabling users to find exactly what they’re looking for with ease.
The concept itself isn’t entirely new. Several of ChatGPT’s plugins, such as ‘What to Watch’ and ‘TMDB,’ already tap into movie and show databases for recommendations. However, Tubi is pioneering the integration of AI-driven search within its platform. And while ChatGPT occasionally invents nonexistent movies, Tubi ensures that the data remains confined to its available content.
Blake Bassett, Tubi’s Senior Director of Product, highlights the power of conversational searches in making the user experience more personalized. Rather than being limited to searching by title, actor, or genre, users can start with a broad idea and refine their preferences over time.
For instance, if a user is looking for children’s content related to ancient Egypt, they can start with a general search, then specify their preference for cartoons from reputable studios. Through this process, Tubi can generate a list of suitable options.
This advanced feature also aids Tubi in understanding viewing patterns and refining its categorization system. Bassett believes that Rabbit AI will enhance Tubi’s recommendation engine, benefiting all users, even those who don’t directly use the feature.
Bassett identifies three types of viewers: those who know exactly what they want, those with a vague idea, and those who are open to suggestions. Rabbit AI is poised to be a game-changer for the latter two categories, especially for viewers who prefer to let the platform guide their viewing choices.
Currently in beta testing, Rabbit AI is available to roughly two-thirds of Tubi’s users and as a plugin for paying ChatGPT customers. The team at Tubi is keen to observe user engagement with the new search feature and its impact on viewing time.
If Rabbit AI proves successful in resolving the common issue of excessive scrolling, it could establish itself as the most effective discovery engine in the streaming industry. In the era of content overload, such a tool could be a significant advantage for Tubi in the competitive streaming market.
