Google Cloud’s Vertex AI system will be integrated with the streaming service to enable improved content discovery and viewing recommendations The collaboration is the first of its kind between Google and an entertainment streaming platform in the Middle East and North Africa region DUBAI: Streaming service OSN+ is working with Google Cloud to integrate the latter’s Vertex AI system on its platform. The system allows businesses to make use of generative artificial intelligence technology for a variety of purposes, including searches and conversations. OSN+ plans to use Vertex AI Search for Media Recommendations, a next-generation large language model, to enhance content discovery and viewing recommendations. The aim is to “redefine the way users interact with our platform, making it more engaging and dynamic,” said Joe Kawkabani, the CEO of OSN Group. Tarek Khalil, Google Cloud’s director for the Middle East and North Africa, added that the Vertex AI system will benefit “consumers who want assistance in discovering relevant content in a highly personalized and conversational way.” Once the technology is integrated, the companies said, users will be able to interact with a virtual assistant that will provide more accurate, personalized recommendations. The AI collaboration, announced during the annual Google Media Summit last week, is the first of its kind between the tech giant and an entertainment streaming platform in the Middle East and North Africa region.