Bouygues turns the TV box into a GenAI co-viewing concierge
Bouygues Telecom’s InnoLab Tech, working with AWS and Devoteam, developed “Ensemble ce soir,” a generative-AI TV service designed to help households choose content from SVOD catalogs by collecting preferences via set-top box prompts and a smartphone chat initiated with a QR code. The system uses Claude 3 (Haiku) through Amazon Bedrock with RAG and publisher catalogs to generate three explained recommendations, with an architecture built around an Android app, web app, API Gateway, and AWS Lambda. The project progressed from a prototype shown at VivaTech (May 2024) to a product, followed by internal testing and a customer test phase in September 2024.
Key Takeaways
- Product goal: reduce SVOD “decision time” by collecting group preferences and returning three reasoned picks.
- UX pattern: remote-control multiple-choice on TV + QR code to shift free-text input to the phone (no app install).
- Tech stack: Claude 3 (Haiku) via Amazon Bedrock + Knowledge Bases/RAG over content catalogs; API Gateway + AWS Lambda; Android + web client.
- Execution speed: built in under three months from concept to functional product, then expanded testing to real customers.
- Strategic signal: telcos are using AI layers to differentiate aggregator TV experiences, not just bundle services.
Why It Matters
Discovery is becoming the new battleground for “super-aggregators”—and carriers control the most frequent touchpoint: the living-room UI. Bouygues’ approach shows a practical pattern for GenAI on TV: keep the big-screen experience simple, push natural language to a second screen, and use RAG to ground recommendations in licensed catalogs (with explanations to build trust). If this works, it’s a retention and engagement lever for operators competing with smart TVs and platform OSes. The broader meme: in streaming, the next moat isn’t more content—it’s the AI concierge that settles household indecision.
Read full article at devoteam.com
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