Accedo and Merapar unveil AI-driven experience orchestration for streaming services

The shift toward 'agentic AI' marks an evolution from simple recommendation algorithms to autonomous, goal-oriented systems that can modify the entire user interface. For streaming providers facing escalating churn and market saturation, this technology offers a way to automate complex retention and monetization tactics without manual engineering cycles. By leveraging hyperscale infrastructure like AWS Bedrock, Accedo is positioning orchestration as the next high-value layer in the streaming stack. Watch for the 2026 rollout to see if these autonomous UI adjustments significantly move the needle on ARPU compared to traditional static A/B testing.

Accedo Compose integrates with Accedo Assemble, the company's modular OTT platform, and can also be deployed independently on existing stacks. Accedo's Head of Offering Luke Gaydon described the goal as delivering a composable customer experience similar to what e-commerce and financial services already use, positioning the product as a bridge between streaming operations and the adaptive personalization patterns common in other digital industries. The IBC 2025 showcase at stand 5.F80 gave operators a first look at the impact-agent architecture before the planned 2026 commercial launch.

The competitive landscape for AI-driven streaming optimization is intensifying. TV Technology reported that Accedo Compose enables real-time experimentation across every viewer touchpoint, from playback and messaging to monetization and engagement strategies, with specialized agents for churn risk, UX adjustment, and monetization working independently or in sequence. This multi-agent approach differentiates Compose from single-purpose recommendation engines and A/B testing platforms that most streaming operators currently rely on for personalization.

Accedo's broader platform strategy provides important context for Compose's positioning. The company has spent two decades building streaming infrastructure and now layers AI orchestration on top of that foundation. Accedo's product page describes Compose as the first AI-native orchestration platform purpose-built for OTT streaming services, unifying fragmented data across devices, CDNs, analytics, and CRM into a single real-time orchestration layer. The platform's 360-degree data lakehouse approach addresses a common pain point for streaming operators who struggle with siloed analytics tools that cannot coordinate responses across the full viewer journey.