EE INTRODUCES AI-POWERED SMART SEARCH TO TRANSFORM TV DISCOVERY!

EE has unveiled a major upgrade to its TV platform with the launch of Smart Search on EE TV — a new AI-driven feature designed to help viewers find content faster and more intuitively.

Built to tackle the all-too-familiar frustration of endlessly scrolling through apps and channels, Smart Search marks the next evolution in how audiences discover what to watch.

Say Goodbye to Endless Scrolling

Instead of typing in exact titles, Smart Search allows users to search naturally — just like they think. Whether it’s:

• “a funny detective show”
• “a film with the actor from The Inbetweeners”
• or even a memorable quote

…the AI interprets the request and delivers relevant results instantly.

By aggregating content from live TV, on-demand libraries, and integrated streaming apps, EE TV eliminates the need to jump between platforms — bringing everything into one seamless interface.

Meet Mood Matcher: Personalised Picks in Seconds

Alongside Smart Search, EE is also introducing Mood Matcher, another AI-powered feature aimed at simplifying decision-making.

Users answer a few quick prompts about their mood, preferred genres, or themes, and Mood Matcher generates a tailored list of recommendations. It’s particularly useful for households or groups, helping cut through indecision and get everyone watching faster.

Why EE Is Betting Big on Smarter Discovery

The launch is backed by new consumer research revealing just how frustrating content discovery has become:

• 41% of viewers want to discover new content but don’t know where to start
• 45% regularly rewatch the same shows to avoid the effort of choosing
• 38% say deciding what to watch causes the most tension at home

On top of that, 42% of Brits rely on their phones to find something to watch, highlighting a fragmented viewing experience across multiple devices. Meanwhile, 61% want a unified platform that combines live and on-demand content.

Smart Search directly addresses these issues by centralising discovery into one place.

Industry Experts Weigh In

Luciano Oliveira, Director of Product, Home & TV at EE, said the feature is designed to give viewers their time back:

“Choosing what to watch shouldn’t be hard… Smart Search and Mood Matcher are our answer to that: describe what you’re in the mood for, answer a few quick questions, and EE TV does the rest.”

Meanwhile, Paolo Pescatore of PP Foresight emphasised the growing importance of discovery in today’s crowded streaming landscape:

“Too much choice without smart discovery turns entertainment into frustration… In a world of endless choice, fast discovery is the real killer feature.”

With Smart Search and Mood Matcher, EE continues its push to simplify entertainment by unifying live channels, streaming services, and on-demand libraries into one cohesive experience.

The features are available now via the EE TV app on compatible devices, with plans to roll out to EE TV Pro and EE TV Box Edge customers in the near future.

For more details, visit the official EE page: https://ee.co.uk/smartsearch