Engineering, leader in digital transformation for companies and public administrations, and ContentWise, leader in artificial intelligence-based digital experience solutions, have developed a content recommendation solution based on the user’s browsing history on RaiPlay, RAI's streaming platform, to offer even more personalized content.

The project involved integrating an advanced AI-based recommendation engine into RAI's ecosystem, which adapts suggested content to individual user preferences, improving their engagement, interaction, and satisfaction. The solution, which has recently been made available to RaiPlay users, improves the way users discover and interact with streaming content and their awareness of RAI's vast catalog, which includes historical content from Teche and new series, film, entertainment, and documentary productions.

The platform’s main innovations include:

• Tailored content for each user, suggested in real-time thanks to AI.
• New metadata automatically generated through a Generative AI-based module, which facilitates the discovery of relevant content.
• Advanced analytics to measure the impact of personalization based on viewing time and user engagement, aimed at offering an ever-improving service.
• Implementation of an "algotorial" approach, which combines recommendations proposed by AI algorithms with editorially curated content.

Guido Porro, Executive Vice President of Engineering, stated: "Artificial intelligence has created a significant breakthrough in the entertainment sector as it is redefining content creation and distribution, but it is also shaping new opportunities and challenges for media professionals.The collaboration with ContentWise is an example of the virtuous synergy we pursue with our technology partners to always offer the ideal solutions that meet the needs of our stakeholders. Our expertise in digital transformation has provided indispensable capabilities to successfully tackle this transformative project, enabling the full exploitation of the potential of AI and ensuring a seamless integration”.

"This collaboration represents a great step forward in offering tailored experiences for RaiPlay users," added Alessandro Vacca, Chief Operating Officer of ContentWise. "By intelligently integrating algorithms and advanced editorial and creative control tools, we are able to elevate personalization to new levels of effectiveness and significantly improve the streaming experience for Raiplay users."

"With this new recommendation service," added Elena Capparelli, Director of RaiPlay and Digital, "we aim to increasingly meet the specific viewing needs of our users, enhancing the exploration, presentation, and consumption of our prized on-demand catalog. Our goal is to satisfy the preferences of all segments of the digital audience, by offering personalized suggestions aligned with their consumption habits. At the same time, we never lose sight of our public service mission, ensuring universality, diversity, and accuracy in the suggested content. This is made possible by the variety and richness of our content library. Today, RaiPlay boasts over 6,200 titles, including movies, Italian and international series, documentaries, sport events, programs, children's content, and selections from Rai’s archives. This catalog positions itself as one of the most extensive among European public service media providers and currently represents one of Rai's most important assets."