iWorld
ZEE5 taps Gemini AI to make long-form catalogue easier to discover
AI-powered feature helps viewers discover movies and shows through short-form videos
MUMBAI: ZEE5 is using artificial intelligence to give viewers a quicker route into its long-form catalogue, with its AI-powered Clips feature turning key moments from movies and shows into short vertical videos.
Developed in collaboration with Google Cloud, Clips identifies high-engagement moments from long-form content and automatically converts them into short-form videos. The swipe-led experience is designed to help viewers discover titles before moving into the full-length content.
The technology combines Google Cloud’s Gemini models with its Chirp multilingual model and Cloud Vision API. Deep learning-based image processing helps the system identify relevant visual moments, while the AI models support the selection and creation of clips.
The feature is aimed at making content discovery more intuitive, particularly for viewers accustomed to short-form video platforms. Instead of browsing through long lists of titles, users can sample moments from movies and shows and decide whether to explore the full content.
ZEE5 business head – India and AI & innovation Tejkarran Singh Bajaj said the platform is using AI to rethink how audiences discover content, with Clips designed to make the journey from short-form discovery to long-form viewing more seamless.
The development also reflects a broader shift among OTT platforms towards using generative AI not only for content creation, but also for discovery, personalisation and engagement.
Zee Entertainment Enterprises chief technology officer Pramod Prakash said the collaboration with Google Cloud demonstrates how AI can be integrated into the viewing experience to help audiences navigate large content libraries more effectively.
Google Cloud India managing director, digital natives business Amit Kumar said the partnership highlights the potential of generative AI and multimodal technologies to create more personalised digital experiences for consumers.
For ZEE5, the focus is increasingly on reducing the gap between content discovery and consumption. By turning long-form storytelling into bite-sized entry points, the platform is looking to make its catalogue easier to explore while encouraging viewers to move from a short clip to the full story.
