How does Netflix use AI and Big Data to improve its service

By now, the impact that artificial intelligence has on current computing and therefore on all human endeavors is already known.

The entire set of techniques that make up this movement, including machine learning, artificial neural networks, and natural language processing, have been integrated into technology companies and industries that make use of technology.

Netflix is one of them. This company takes advantage of artificial intelligence and uses it as part of its strategy to induce and encourage consumption of the products it offers on its platform: movies, TV series, and original productions.

And it achieves this precisely through the machine learning algorithms embedded in its recommendation system. This system is trained to learn from a subscriber’s tastes and personalizes the Netflix home screen with content recommendations that closely match their preferences.

This is where Big Data technology also comes into action. With it, it processes the information that its millions of users leave when they search, write comments, play trailers or consume content, allowing it to offer an intelligently organized home screen and, above all, leading to a greater consumption of original content, an essential part of the Netflix business.

It is even the case that the cover of the movies or series is not the same for all the users, since the system has the capacity to predict which is the image that will attract their attention the most and feel induced to reproduce them.

What is Big Data technology?

As for the Big Data technology mentioned above, it is a method of processing large and complex volumes of information that cannot be done with traditional techniques. Instead, it uses advanced statistical methods, proprietary machine learning technology, and data mining.

Its objective is to extract useful information for companies from the large volumes of data generated by the interaction of people or automatic devices with computer equipment, which may be images, videos, locations, etc. That is, data that does not have a common structure.

Image by Gerd Altmann from Pixabay

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