Data & Innovation • Media & Entertainment • Microsoft
Intelligent search and recommendation optimization with Azure AI
A regional streaming platform transformed its user experience through a modern AI-based architecture, improving content discovery and boosting retention.
About the client
A video-on-demand streaming platform originating in Mexico, offering a wide variety of content such as movies, series, documentaries, concerts, and children’s programming. Its catalog also includes premium channels and live broadcasts of sports and exclusive events.
The platform stands out for its multi-platform accessibility, allowing access from smart TVs, computers, mobile devices, and video game consoles. It also offers monthly subscription options and the ability to rent or purchase titles individually, with the option to download content for offline viewing.
This technological solution is integrated within the ecosystem of a leading telecommunications company in Latin America, allowing it to provide additional benefits to users, such as bundled access in certain internet and mobile service packages. Its regional focus and strategic partnerships have positioned it as one of the most important streaming platforms in the region.
Needs
Amid the rapid expansion of its catalog, the platform faced increasing difficulty in connecting users with relevant content.
Its legacy search and recommendation system, based on outdated technologies such as Prediction.io and Hadoop on IaaS infrastructure, generated imprecise results, generic recommendations, and an excessive editorial workload.
This lack of personalization negatively impacted engagement, user satisfaction, and the ability to scale operations efficiently.
Solution
To address this, a new AI-based solution was developed, fully integrated into Microsoft Azure.
The search engine was rebuilt with Azure AI Search to deliver more precise semantic results, while Azure Cosmos DB and Azure Databricks were used to build dynamic user profiles and train adaptive recommendation models.
The solution incorporated Azure Functions for real-time automation, API Management for secure service exposure, and Azure Kubernetes Service (AKS) for microservices orchestration.
The approach also included IaC, CI/CD pipelines, and responsible AI principles, with special emphasis on security, scalability, and evolutionary flexibility.
Results
The new architecture transformed the user experience: content interaction increased by 20% and retention grew by 15%.
Search results are now more precise and aligned with individual preferences, while AI-driven recommendations boosted session duration and satisfaction levels. Internally, automation significantly reduced manual workload, streamlined ongoing maintenance, and prepared the platform for future integrations and enhancements.
The solution not only solved a specific technical challenge but also positioned the company as a benchmark in personalized digital experiences in Latin America.
