Rather than scrolling through endless rows of covers, Tubi now offers to ask the question directly to an AI. After installing your application in ChatGPT, all you have to do is type “@Tubi” followed by the desire of the moment: “a comedy”, “a thriller for tonight”, or even “a film that is a little strange but not too scary”. The chatbot then responds with a selection of content available on the platform, which highlights a catalog of more than 300,000 films and episodes. One click, and playback begins on the Tubi site.
New reflexes for streaming
The principle is not very complicated, but it slightly changes habits. No more navigating menus or guessing which filters to apply: you simply formulate an idea, and the AI makes do with it. It can even offer additional suggestions to refine the search, as ChatGPT already does in other contexts.
With this integration, Tubi is taking a different path than its competitors. Where Netflix or Amazon Prime Video refine their algorithms directly in their applications, the service prefers to settle where users already spend time. The choice is not completely trivial. OpenAI highlights hundreds of millions of weekly users for ChatGPT, while Tubi claims more than 100 million monthly active users. Suffice it to say that the two universes have every interest in crossing paths.
For Mike Bidgoli, product manager at Tubi, it’s about simplifying access to content as much as possible. “ Streaming should be easy “, he explains, emphasizing the idea of research ” when the user expresses their desire ».
This is not the service’s first attempt with artificial intelligence. In 2023, Tubi had already launched an assistant called “Rabbit AI” in its mobile application. The experiment did not last, but it seems to have paved the way for this new, more pragmatic approach. The streaming service also benefits from the possibility of integrating apps into ChatGPT. Several companies, such as Booking, Spotify or Canva, have already tried to find their place there.
We now need to know if spectators will adopt this new reflex. Searching for a movie while chatting with an AI may seem natural… or a little superfluous. But in a landscape where the offer continues to expand, any solution that allows you to find “what to watch” more quickly has at least the merit of existing.
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