AI Is Rewriting the DNA of Television: Reflections from Google TV Summit APAC 2025: A 3SS Perspective

Standing in a room full of innovators from across APAC, one thing became impossible to ignore: AI is no longer a feature of our industry. It’s becoming its foundation.

This year’s Google TV Summit didn’t feel like an incremental update on streaming trends. It felt like witnessing the early chapters of a new entertainment era, one in which TV, content creation, and user experience are being reimagined from the ground up. And as we listened to the conversations, watched the demos, and absorbed the energy in the room, we had a familiar thought:

We are entering the most transformative era TV has seen since the shift from broadcast to OTT.

But this time, the change is deeper. This time, it’s about how people will experience entertainment, not just how it’s delivered.

For 3SS, a company built on the belief that TV should be simple, personal, and human, these shifts resonate deeply.

AI becomes the foundation, not a feature

What stood out at the Summit was the clarity of direction: AI is expanding from a capability into a cross-device fabric connecting TV, car, mobile, and XR. With Gemini evolving across modalities and Version 3 pushing cinematic AI video into mainstream accessibility, creation and consumption are merging into a continuous loop.

This democratization of content creation is not only reshaping the supply side; it is reshaping the expectations on the viewer side. When anyone can create high-quality video, the challenge for operators and service providers becomes:

How do we guide people meaningfully through an infinite universe of content?

This is where the next evolution of user experience begins.

TV must shift from personalized to adaptive, and now, conversational

For years, personalization was about adjusting rails and recommendations. But AI is pushing us toward something more human: interfaces that listen, understand, and adapt themselves naturally around each individual viewer.

This belief has underpinned 3Ready since its inception.  We’ve always imagined TV as a living, evolving system. But the rise of LLMs unlocked a new frontier, one that feels inevitable in hindsight:

Television you can talk to.
A UI you can converse with.
A service that responds with human-like intelligence.

This vision is not theoretical anymore. It’s materialized in 3Ready Hero, our conversational interface for Android TV operators.

3Ready Hero began as a co-innovation experiment to simplify content discovery with AI-generated personal playlists. But what emerged from that journey was far more significant: a fully conversational, LLM-powered experience that understands natural voice and text, works with any launcher, integrates via cloud and on-device APIs, and adapts to each viewer with remarkable nuance.

It transforms the television from something you operate to something you interact with.

This shift is more than convenience. It’s a reimagining of the emotional relationship between viewers and their entertainment services. Asking your TV for recommendations, getting help with your subscription, solving technical issues, searching for content across all apps, suddenly these interactions become fluid, almost effortless.

For operators, this is a new path to engagement. Not by adding more features, but by creating a more natural way for the viewer to express intent. It’s a move from browsing to conversing.

And because 3Ready Hero is LLM-agnostic, operators can keep sovereignty over their data, costs, and model choices, a critical factor in today’s privacy-sensitive and fast-evolving AI landscape.

Conversational UX also expands accessibility dramatically. For millions of people with visual or hearing impairments, a conversational layer is not an enhancement, it’s empowerment. It allows them to navigate content, manage settings, or ask for assistance without barriers. With the European Accessibility Act now here, this shift becomes both a moral and strategic imperative.

AI is turning TV into something more human, and 3Ready Hero is our contribution to that future.

APAC is showing us what the next generation of content looks like

Another dominant theme of the Summit was the evolution of storytelling shaped by APAC’s mobile-first culture. The rise of micro-dramas and snackable formats reflects a new rhythm of consumption, short, emotionally charged episodes designed for the moments in between, which in the future might also be whilst you’re in the car.

Couple that with the importance of realtime localization, and the picture becomes clear: content must be fluid, context-aware, and culturally resonant.

This is precisely where Metadata AI plays a transformational role.
The ability to localize metadata, artwork, summaries, voices, and categories instantly unlocks scale in a region as diverse as APAC, and guarantees that massive content libraries don’t feel generic, but tailored and welcoming.

In this sense, AI is not merely optimizing content; it is shaping its cultural expression.

Even global leaders like Netflix are echoing the signals we saw at the Summit

The themes at the Google TV Summit APAC were not isolated, Netflix’s recent strategic moves strongly reinforce them. As the Summit emphasized the rise of realtime, cross-device, and participatory entertainment, Netflix’s shift into live programming, starting with Women’s Championship Football, mirrors this broader industry momentum. Their continued experimentation with interactive seasons, micro-series designed for rapid consumption, and cloud-based gaming aligns perfectly with the Summit’s message: content is becoming more fluid, more active, and more context-aware. What Netflix is doing at a global scale validates the direction discussed in Bangkok: the future of TV isn’t a catalogue, it’s an ecosystem. And for operators, this means building adaptive UX and AI-driven frameworks that can support new formats the moment they emerge.

Partnerships become the engine of innovation

One strong theme from the Summit was that operators are no longer competing with isolated products, they’re competing within ecosystems. The most successful players are forming deeper integrations with telcos, content providers, device makers, and AI platforms to deliver value that feels unified rather than stitched together. Users now expect services to work seamlessly across screens, assistants, apps, and networks.

This shift directly reinforces the principles behind our 3Ready product platform. Interoperability isn’t an add-on for us, it’s the core of how 3Ready was designed.

That’s why operators choose us. Not just for UX, but for the ability to plug into new partners, activate new services quickly, and adapt to an ecosystem that’s changing every quarter, not every year.

As devices, content sources, and AI-driven personalization converge, operators need a foundation that can evolve at the speed of the ecosystem around them.
3Ready is that foundation.

AI-generated artists and virtual performances expand the edge of storytelling

One of the most thought-provoking themes was the rise of AI-generated artists.

Virtual musicians, performers, storytellers, not as novelties, but as credible entertainment entities.

This doesn’t diminish human creativity; it amplifies it.
It opens new frontiers for hybrid reality experiences, concerts, and narratives that adapt to the viewer in realtime. It challenges traditional boundaries between audience, story, and creator.

For UX designers, operators, and innovators like us at 3SS, this prompts an important question:

How must TV interfaces evolve when content becomes dynamic, adaptive, and partially AI-generated?

When content can change on the fly, personalized trailers, AI-curated channels, dynamic storylines, contextual recommendations, the interface can’t stay static. It needs to adapt to whatever the user is being offered in real time.

That means TV experiences must:

• Surface new content types instantly (AI-generated clips, summaries, highlights)

• Reshape navigation dynamically depending on the user’s intent or mood

• Blend traditional UI with conversational interaction, so users can explore fluid, ever-changing catalogues through natural language

• Respond emotionally, not just functionally understanding when the user wants discovery vs. simplicity vs. passive viewing

This is exactly where the adaptive design philosophy of 3Ready becomes critical. And with 3Ready Hero, operators can create UI surfaces and conversational flows that react to emerging content types, even ones that didn’t exist when the interface was first deployed.

In other words: not just “a UI that shows AI-generated content,” but a UI that evolves at the same pace as the content itself.

Television becomes a living system

As the Summit ended, the feeling that stayed with everyone was momentum.
Not hype, not speculation, genuine acceleration.

AI is dissolving boundaries everywhere:
between input and output,
between global and local,
between platform and assistant,
between viewer and service.

Television is no longer a static interface. It is becoming a living system, constantly learning and reshaping itself around each viewer’s context, preferences, and voice.

This is the era we have been preparing for at 3SS. This is the environment where 3Ready, and now 3Ready Hero are designed to thrive.

The future of television will be adaptive, conversational, intelligent and deeply personal. AI will not merely support that shift; it will define it.

And as this transformation accelerates, we are ready to help operators lead it.