AWS Media Blog

Transforming the video experience with AI: Granular personalization at scale

When consumers browse content in any video service, the program artwork is a large factor in what they choose to watch. There are a few generalizations we can make when it comes to generating appealing artwork. For example, according to research done by Netflix, images that have expressive facial emotion conveying the tone of the title do particularly well in driving content viewership. Using visible, recognizable characters results in more engagement, especially if you include the villains. Images containing more than three characters are less engaging.

Despite these generalizations, individual tastes vary greatly and what drives engagement in one could just as easily make another person avoid, even if the content itself appeals to both. Video services are gradually putting more effort into personalizing services in numerous ways, with personalized ads and content suggestions. Personalizing the User Experience itself will make for much more engaged consumers and increased video consumption.

By combining the deep-learning based image and video capabilities of Amazon Rekognition with our video experience platform, Accedo One, our Content Management Solution, Accedo Publish, and our A/B testing platform, Accedo Optimize, we can dynamically create, test, and adapt artwork, based on a number of different criteria.

Each piece of content will have pre-defined engagement tags, such as emotional triggers or high-profile cast members. We can then automatically render multiple content thumbnails to match the pre-defined tags. Using Accedo Optimize, we measure the level of engagement for the different consumer profiles, and how engagement changes based on the artwork used. This can adapts so that the best choice of artwork is used for each user group.

This combination of the Accedo One platform and AWS solutions demonstrates granular personalization within video in a scalable way.

About Accedo

Over the years, Accedo ( has earned the trust of the world’s leading video service providers. These customers have two paramount goals: explore new opportunities to monetize video and transform video services to meet rapidly changing consumer expectations. With this in mind, Accedo has developed Accedo One, the first cloud platform dedicated to providing operators, broadcasters and brands with the freedom to build, manage and deploy high-quality, engaging video experiences the way they want to.


By Bleuenn Le Goffic, Business Development – Global Solutions, Accedo and Jose Somolinos, Senior UX Product Manager, Accedo.