The RTL session also provided innovative insights. The fact that an enormous amount of data is stored and analyzed at this large media and entertainment company, partly in order to be able to personalize the media offering, was not very surprising. What was surprising, is
what kind of data they analyse. For example, RTL uses image recognition with TV programs such as GTST. Through the use of AI, facial expressions of actors can be read, and the associated emotion can be recorded. This data is being analyzed together with other sources, such as the responses to social media, to see how the viewer reacts to certain scenes and content. Based on these insights, RTL can optimize content in order to better meet the needs of the viewer.