AI transforms content discovery as trust lags

Gracenote has released a report examining how artificial intelligence is changing the way audiences search for and discover entertainment, highlighting growing adoption alongside persistent concerns around trust.

The study, TV Search and Discovery in the AI Era, shows that AI-powered tools are becoming central to content discovery, particularly among younger audiences, even as traditional search retains an advantage in perceived accuracy and reliability.

Gen Alpha drives chatbot adoption

Usage of chatbots has increased across all age groups, with 66 percent of respondents reporting higher usage over the past 12 to 18 months. Among Gen Alpha, that figure rises to 80 percent, with more than half using chatbots daily.

This shift is influencing how younger audiences find content. Nearly half of Gen Alpha respondents identified AI chatbots as their preferred source for TV and movie recommendations, ahead of streaming interfaces and programme guides, as well as traditional search engines.

Trust and accuracy remain key challenges

Despite strong adoption, the report highlights a gap between usage and trust. While respondents favour chatbots for complex or conversational queries, traditional search still leads in perceived trustworthiness and accuracy.

Tyler Bell, SVP of Product, Gracenote: "People are rapidly embracing AI as a new way to search, discover and decide what to watch, especially Gen Alpha audiences, who already expect easy-to-use, conversational interfaces. But adoption alone is not the story: trust is. The winning platforms will be those that can deliver viewing experiences people can actually rely on — grounded in vetted, timely and high-quality data."

Scepticism remains widespread, with three in four users verifying chatbot responses, often by cross-checking with search engines. While both AI and traditional search score highly on perceived accuracy for entertainment queries, the latter maintains a slight lead overall.

Implications for streaming and media platforms

The findings come as content providers navigate an increasingly fragmented landscape, where expanding libraries across platforms make discovery more complex. As a result, audiences are placing greater value on tools that deliver fast, relevant and reliable recommendations.

For streaming services, device manufacturers and media companies, the report suggests that success will depend not only on AI-driven interfaces but also on the quality of the underlying data that informs them.

Gracenote’s analysis draws on survey data from more than 4,000 AI chatbot users in the United States, alongside broader industry research. Tyler Bell is set to present the findings at the NAB Show 2026 later this month.

The full report can be accessed here

www.gracenote.com

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