PlayBox Technology Opens Design Partner Programme for New AI Personalisation Agent
PlayBox Technology is inviting broadcasters, OTT and FAST operators, content owners and media organisations worldwide to become Design Partners in the development of a new AI Personalisation Agent that could change how television content and advertising are selected, personalised and delivered.
Rather than developing the technology in isolation and presenting the industry with a finished product, PlayBox is opening the development process to organisations that want to help shape what AI-powered personalisation should look like in the next generation of television.
The Design Partner Programme is open to organisations interested in exploring the opportunity, with participants invited to bring real-world challenges, use cases and ideas into the development process.
Help shape the future of personalised television
Personalisation in television has traditionally focused on recommending what a viewer might watch next.
PlayBox believes the opportunity now goes much further.
The company is exploring an AI agent capable of understanding the viewer, content, context and commercial opportunity, and using that understanding to make decisions across the viewing experience.
Potential areas include:
- Content personalisation — determining which content should be prioritised for different audiences
- Advertising personalisation — identifying relevant advertising opportunities, messages and creative
- Contextual decision-making — considering factors such as audience, time, device, programme and viewing behaviour
- Dynamic programming — adapting content experiences for different viewers or audience segments
- Monetisation optimisation — balancing viewer engagement, relevance and advertising value
- Media orchestration — connecting AI-driven decisions with the systems responsible for content and advertising delivery
The precise capabilities and use cases will be shaped through collaboration with Design Partners.
This is not a conventional beta programme
PlayBox is deliberately positioning the initiative as a Design Partner Programme rather than a traditional product beta.
Design Partners will not simply test a predefined product. They will have the opportunity to influence the problems being addressed, explore potential applications and contribute to the direction of the technology from an early stage.
“AI is moving beyond generating content and into making decisions,” said Maya Ash, CEO of PlayBox Technology. “We want to explore what happens when those decisions can influence the entire viewing experience — not just what a viewer is recommended, but what they actually see, when they see it and the commercial experience around it.”
Ash added: “We don’t want to build this in isolation and then ask the industry to adapt to it. We want to invite the industry into the process and work together to discover where AI can create genuine value.”
What Design Partners can expect
Organisations participating in the programme will have the opportunity to:
- Influence the product roadmap from an early stage
- Bring real-world use cases and challenges into the development process
- Work directly with PlayBox’s product and innovation teams
- Explore early AI personalisation capabilities
- Identify new opportunities for audience engagement and monetisation
- Help define how AI agents could interact with existing media workflows
- Contribute feedback that can influence future product development
The programme is open to organisations at different stages of their personalisation journey — from those already experimenting with AI and targeted advertising to those exploring what personalised television could look like in the future.
From AI recommendations to AI-driven television
The initiative forms part of PlayBox Technology’s broader work around software-defined media orchestration and the convergence of traditionally fragmented television workflows.
PlayBox sees AI agents as a potential new intelligence layer across the media ecosystem — moving beyond simply recommending an action to understanding context, making decisions and potentially initiating the workflows required to execute them.
The company believes this could create a new model for television in which the viewing experience becomes increasingly dynamic, contextual and commercially intelligent.
The invitation is open
The AI Personalisation Agent Design Partner Programme is now open to broadcasters, OTT and FAST operators, content owners and other media organisations interested in exploring the future of personalised television.
Organisations interested in becoming a Design Partner are invited to come and talk to the PlayBox team at IBC2026 in Amsterdam, or start the conversation by emailing info@playboxtechnology.com.
