Television
Sony and Google Gemini bring AI to the KBC experience
Gemini to power registrations, learning tools and interactive audience engagement for KBC
MUMBAI: The next KBC lifeline may not come from a friend, it could come from AI. Sony Pictures Networks India (SPNI) has partnered with Google Gemini to integrate generative artificial intelligence into the upcoming season of Kaun Banega Crorepati (KBC), adding a new interactive layer to one of India’s longest-running knowledge-based television shows.
The collaboration brings Google Gemini into the KBC ecosystem across Sony Entertainment Television and Sony LIV, where it will serve as a knowledge companion for viewers throughout the season.
Rather than functioning as a standalone promotional tie-up, the integration will be woven into the show’s experience. Gemini will help audiences understand the KBC registration process, provide guidance on eligibility and support users looking to strengthen their general knowledge as they prepare for the quiz show.
The partnership also extends beyond television. Through the Google Gemini app, users can access information on KBC registrations, while a series of interactive challenges, scheduled to roll out in the coming weeks, will allow households to test and improve their knowledge across a wide range of subjects.
The move reflects a broader trend of AI becoming part of mainstream entertainment, with broadcasters increasingly using generative AI to deepen audience engagement beyond traditional viewing.
Commenting on the collaboration, Nachiket Pantvaidya, Chief Content Officer, Sony Pictures Networks India, said KBC has spent more than two decades making knowledge aspirational and accessible, adding that the partnership with Google Gemini brings together the show’s legacy with AI to create new ways for audiences to interact with the programme.
Kanika Kalra, Director of Marketing at Google India, said KBC has long been a symbol of learning and curiosity for Indian audiences, and that integrating Gemini’s generative AI capabilities is intended to offer viewers and aspirants a more intuitive way to explore topics, prepare for the show and continue learning.
With registrations now open, the partnership signals how AI is steadily becoming part of television’s biggest franchises not just behind the scenes, but as an active participant in how audiences discover, prepare for and engage with content.
