In media, entertainment providers are starting to use AI to personalize search and discovery experiences for users amid growing content and service congestion. Most providers, however, aren’t equipped to deliver the way popular chatbots are, which could damage the user experience.
Unlike the ones used in popular chatbots like ChatGPT, the large language models (LLMs) that are licensed to businesses aren’t connected to external, real-world knowledge sources (i.e., “grounding”). Rather, they’re just powerful AI brains without access to any information that wasn’t part of their training.
66% of consumers believe AI will be important in providing good entertainment experiences
– 2026 Gracenote generative AI usage survey
This research compares the use of a grounded LLM in video search and discovery with an ungrounded LLM. The results of the study, which included 2,600 TV shows and movies across 13 countries, highlight the importance of using credible and authoritative data to deliver comprehensive, factual and current content discovery experiences.
Can AI find the right TV episode? Not reliably.
Without proper grounding, LLM responses about TV episodes will usually be incorrect.
Why ungrounded large language models can’t fix content discovery
LLMs have the power to alleviate growing frustrations about content discovery—but not if they deliver bad results.
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