Kenya’s next media disruption is personal powered by AI and data

The media industry in Kenya stands on the cusp of a remarkable transformation, one that is reshaping content creation, distribution, and consumption.

This shift is not just propelled by advancements in technology or changes in distribution channels but by the drive toward delivering personalised experiences through the power of artificial intelligence (AI) and sophisticated data analytics.

As consumer preferences evolve, media outlets are harnessing these technologies to tailor their content offerings to fit the distinct tastes and habits of individual viewers.

The focus is no longer on reaching a wide audience. Instead, it is about creating meaningful connections with you—aligning with your interests, routines, and unique worldview.

This transformative approach is revolutionising how content is discovered and engaged with. Artificial intelligence goes beyond merely pushing trending topics to the forefront; it curates experiences that resonate personally with users.

In this exciting new era, content is no longer the undisputed king. The context in which that content is served holds equal, if not greater, importance.

Consider the Premier League as an illustrative example. Today, you can watch your favourite matches on your smartphone, accessible anytime and anywhere.

The constraint of being tied to a living room television is a thing of the past. This trend transcends sports. It extends to a diverse array of options, from binge-worthy series to children’s cartoons that play automatically based on previous viewing habits.

Every interaction—whether a scroll or a click—is meticulously crafted to enhance user engagement.

The precision of this personalisation is no accident. It’s the result of AI algorithms analysing user preferences, predicting interests, and refining digital content feeds in real time.

With over 60 percent of Kenya’s population comprising youth and an upward trajectory in digital literacy levels, the demand for personalised media experiences has transitioned from being a luxury to an essential expectation.

Even the most entrenched traditional media giants have found themselves compelled to pivot.

Satellite broadcasters, recognising the shift in viewer behaviour, are now adopting smartphone dongles and launching innovative mobile applications and YouTube channels to meet audiences where they are—on their devices and on the go.

Read: Kenya’s digital future hinges on empowering its youth

The urgent message is clear: adapt to this new landscape or risk obsolescence.

This profound digital transformation is being fuelled by data like never before. Each view, click, skip, and like generates input for an expansive and intelligent ecosystem—one that grants content creators and marketers unprecedented insights into audience preferences.

From favoured genres to language nuances and regional specificities, the potential for growth, creativity, and engagement is monumental.

In this competitive arena, the stakes are higher than ever, and so are the opportunities. Those who adeptly harness the power of data are poised to connect with audiences more effectively, gaining a competitive edge and staying ahead of evolving trends.

A prime illustration of this evolution is MultiChoice—a household name in Kenyan entertainment for over three decades. With its Showmax platform, MultiChoice has not just established a reliable and robust infrastructure but has also created a solid foundation for the future of personalized media content.

By investing significantly in local storytelling and expanding into digital services, MultiChoice manages to offer smarter recommendations backed by real-time audience insights.

Showmax is not merely a showcase of Kenyan narratives; it delivers these stories with intelligence, cultural sensitivity, and data-driven precision.

It is crucial to emphasize that the future of Kenya’s media landscape will not be dictated by routine imitation of international models; rather, it will be defined by innovative, homegrown solutions.

Imagine Sheng-friendly voice interfaces designed to enhance user interaction, AI-generated playlists that reflect local tastes and cultural vibrancy, or dynamic storytelling formats crafted through real-time audience engagement.

In this evolving paradigm, success will hinge not on the volume of airtime or the size of advertising budgets, but on the depth of insight—on understanding who the audience is and what they genuinely want.

In an age where AI plays a pivotal role, the most effective screen is not the largest one; it's the one that knows you intimately, anticipating your needs and preferences with uncanny accuracy.

The writer is Head of DStv Business & Digital Products Manager at MultiChoice Kenya.