How AI is reshaping streaming, and what it means for brand growth

AI is transforming the way we experience entertainment. Whether it’s Netflix curating our watchlist, Spotify fine-tuning our playlists, or Disney+ crafting personalised recommendations, AI has become the driving force behind hyper-personalised streaming. But this isn’t just about making things more convenient; it’s a game-changer for brands looking to grow and build deeper, more meaningful connections with audiences.

How AI is making streaming more personal than ever

Think about the last time you opened Netflix or Spotify. The first thing you saw was likely something AI picked just for you. These platforms aren’t just curating content; they’re shaping experiences that feel effortless, intuitive, and deeply personal.

AI isn’t just about finding content, it’s about keeping people engaged and reducing churn, building loyalty, and making sure they come back for more. In fact, according to Netflix, over 80% of the content watched is driven by AI and discovered through recommendations, demonstrating the effectiveness of its data-driven approach. That’s not just impressive; it’s a warning sign for brands that aren’t using AI to deliver truly personalised experiences.

AI also takes content immersion to the next level, ensuring a seamless, uninterrupted experience. Interactive storytelling, like Black Mirror: Bandersnatch, lets viewers make choices that impact the narrative, making them active participants rather than passive consumers. AI-driven accessibility features, like optimised subtitles and adaptive soundtracks, are also making content more inclusive than ever.

Then there’s streaming quality. No one wants to sit through buffering. AI-driven adaptive bitrate adjustment ensures smooth playback by adjusting video quality based on internet speed and device capabilities. Meanwhile, AI-powered content delivery network (CDN) optimisation places content closer to high-demand regions, meaning faster and more efficient streaming. Brands that embrace these AI-driven enhancements will be the ones delivering flawless experiences audiences expect.

AI should amplify, not replace, human emotion

Great storytelling is emotional. AI should never replace the human touch that makes content compelling, but it can enhance those moments in new ways.

Sentiment analysis is helping platforms track audience reactions in real time, giving content creators valuable insights to fine-tune their work. AI-powered music scoring adjusts soundtracks dynamically to match emotional cues, making scenes even more impactful. Used ethically, deepfake technology and AI-generated voices can open new creative opportunities while preserving artistic integrity.

Disney is already using AI-powered facial recognition during test screenings. Take the animated film Inside Out, for example. Disney and Pixar used AI to track audience reactions, analysing emotions like joy, sadness, or surprise. This allowed filmmakers to refine key moments for maximum emotional impact. This isn’t the future; it’s happening now. Brands that use AI in emotionally intelligent ways will create content that truly resonates.

Changing the way we discover stories

But AI isn’t just about personalisation; it’s also revolutionising content discovery. Studios can use AI-powered analytics to understand audience demand for niche and diverse stories, ensuring underrepresented voices get heard.

Take Squid Game. Without AI-driven content localisation and recommendations, a Korean-language drama might never have become a global phenomenon. AI-powered automated closed captioning and real-time language translation are breaking language barriers, making storytelling more universal. Advanced AI-powered search capabilities are also helping audiences find content in new ways – by theme, genre, or even character depth – rather than relying on titles alone.

Simply put, AI is reshaping storytelling not just for platforms, but for audiences craving fresh, diverse, and authentic content. Brands that don’t use AI to connect with these audiences could be missing out.

Transparency: The key to winning consumer trust

But here’s the catch. Consumers are becoming more sceptical of AI-driven content and recommendations. No one wants to feel like they’re being manipulated by an algorithm that prioritises engagement over real choice. When AI feels too opaque or intrusive, trust erodes.

That’s why transparency matters. Brands need to be upfront about how AI works and give users control over their recommendations. Netflix’s ‘Because You Watched’ feature is a great example of AI done right. It explains why a show or movie is suggested. YouTube also allows users to adjust their recommendation settings, giving them more control over their AI-driven experience. When done right, AI enhances experiences rather than dictating them, building trust instead of suspicion.

How AI is reshaping brand strategy

AI isn’t just a tool for improving recommendations; it’s reshaping the entire brand-consumer relationship. The brands that use AI to personalise engagement and measure impact in real time will become the market leaders.

When it comes to building brand awareness, distinctiveness and mental availability are key drivers of growth. AI acts as a powerful discovery engine by amplifying both these elements: dynamic thumbnails and AI-optimised trailers boost distinctiveness, making content instantly recognisable and memorable, while AI-powered audience segmentation enhances mental availability by ensuring marketing reaches consumers precisely when they're most receptive. In other words, AI doesn't just make content visible, it strategically positions brands to be top-of-mind, capturing attention and driving sustained growth.

Finally, let’s not forget monetisation. AI-driven targeted advertising ensures brands aren’t just reaching audiences but the right audiences. Spotify’s Marquee feature, which lets artists target fans with new releases, boosted streaming rates by 30%, proving just how powerful AI-driven brand activation can be.

AI is the future - Is your brand ready?

AI is redefining how brands connect with audiences. It’s already shaping brand awareness, boosting engagement, and delivering the personalised experiences consumers expect. If you’re not using AI to strengthen those connections, you’re already losing ground.

At Hall & Partners and Escalent, we are also leveraging and piloting AI tools to enhance our understanding of audiences, brand equity, and communications. This includes using advanced trends and sentiment analysis and deploying our proprietary AI-powered data and insights platform, Enlyta, to deliver deeper, more strategic insights that inspire clients.

However, even as AI transforms brand strategy and audience connections, the true power of human creativity and emotional intelligence remains essential. AI should amplify human insights, not replace them, ensuring brands continue to build authentic, connections.

AI is now seen as a co-pilot, not an autopilot, working alongside humans to enhance their capabilities rather than making independent decisions.

The brands that embrace AI, while preserving the human touch that sparks genuine engagement, will set the pace. Those that resist risk falling behind.

It’s time to take control. Harness AI thoughtfully, using it as a catalyst to drive your brand forward without losing sight of what truly resonates with your audience. The future belongs to innovative brands that skilfully combine AI's efficiency with human creativity and connection. Will you lead, or be left behind?