As you like it
Creating personalized digital content in sports and entertainment
2
MINS READ
- Overview Press tab for submenu items
TCS is here to make a difference through technology.
Leading the way in innovation for over 55 years, we build greater futures for businesses across multiple industries and 55 countries.
-
Industries
-
Services
-
Products and Platforms
- Overview Press tab for submenu items
We deliver excellence and create value for customers and communities.
Our expert, committed team put our shared values into action – every day. With the best talent and the latest technology we help customers turn complexity into opportunities and create meaningful change.
-
About Us
-
Research & Innovation
-
Our Brand
- Overview Press tab for submenu items
Extraordinary expertise leads to remarkable results.
We share news, insights, analysis and research – tailored to your unique interests – to help you deepen your knowledge and impact.
-
Customer Stories
-
Perspectives
-
Global studies
-
Topics
- Overview Press tab for submenu items
Want to be a global change-maker? Join our team.
At TCS, we believe exceptional work begins with hiring, celebrating and nurturing the best people — from all walks of life.
-
India
-
Americas
-
Asia Pacific
-
Europe and UK
-
Middle East and Africa
Overview
India
expand here
Americas
expand here
Asia Pacific
expand here
Europe and UK
expand here
Middle East and Africa
expand here
- Overview Press tab for submenu items
Find the latest news about TCS in our Newsroom
Get access to a catalog of the latest news stories from across TCS. Discover our press releases, reports, and company announcements.
-
Press releases
-
News alerts
-
Analyst recognition
Recent recognitions
View all -
Events
Upcoming events
View all -
Media kit
- Overview Press tab for submenu items
TCS works hand in hand with world-leading investors.
Tata Consultancy Services LimitedNSE:TCSINR -
Management Commentary
-
Financials
-
News and Events
-
ESG
-
Resources
Overview
Management Commentary
expand here
Financials
expand here
News and Events
expand here
ESG
expand here
Resources
expand here
Top Results
Showing
10
01 - 07
What we do
TCS Research
This will open an overlay
TCS Research: Inventing to build sustainable futures
TCS Research focuses at the intersection of computing and the physical, biological, behavioral, and mathematical sciences to build sustainable futures.
Related Insights
Agentic architectures represent a promising direction in embedding responsibility, better reasoning, and ethical compliance in AI models. Learn more.
White Paper
17 Apr 2025
While retrieval augmented generation is a boost for LLMs, a next-gen approach will help AI transform into an active decision-making partner for better value.
Blog
24 Mar 2025
Learn about agentic architecture and how integrating memory and attention mechanisms can help LLMs make reasoning pathways more transparent and effective
Blog
10 Mar 2025
Highlights
- Personalized, short-form content is key to hook and keep online audiences engaged.
- Scientists at TCS Research use AI and behavioral science to automate personalized, short-form media content to enhance viewer experience.
- An AI-driven technique automatically captures media highlights, making it personalized for a fan to relive special moments.
- Wondering how it comes together? Watch TCS Research’s chief scientist, Niranjan Pedanekar, and researcher, Rishabh Agrawal explain it all.
In this article
Back to top
Go to top
In this articleinpage
Go to top
Enriching the experience
An AI-driven model that uses cognitive and affective annotations to automatically generate personalized, short-form content.
An influx of digital content has shortened viewer attention spans. ‘Snackable’ or ‘bite-sized’ is how consumers like getting their information today. And content creators are continually trying to keep that ephemeral eyeball engaged. Personalized, short content is therefore key to enhancing the content viewing experience.
ENRICHING A FAN’S CONTENT VIEWING EXPERIENCE
Exploring a Scenario
Let’s explore a scenario. It's the last few seconds in a game and your favourite footballer delivers a bicycle kick, clinching an unbelievable win. Fans across the world go wild watching this.
Technology can capture this stellar moment, so a fan gets to savor it repeatedly. But what if this content personalization happened automatically, and for similar moments that only feature your sports idol and no one else?
Scientists at TCS Research are using AI and behavioral science to enable exactly this.
Automating Personalized Content
An AI-led invention from TCS Research automatically captures sports highlights such that they become more personalized and help the fan experience last longer. How? By being snackable. Short form means the content lends itself to being shared more easily on social media fan fraternities, ensuring multiple viewers get to relive that moment.
How it Happens
The invention uses annotations—labelling data on images for the AI model to generate contextual knowledge. These annotations that are cognitive—what the content is about—as well as affective—how it will it affect the viewer—help collate context.
Multimodal analysis—involving video, speech, and text—of such cognitive and affective annotations works towards creating personalization. A semantic query is used to generate the final highlight.
Related reading
Swipe Left
Swipe Right
©2025 TATA Consultancy Services Limited
©2025 TATA Consultancy Services Limited
- Privacy Notice
- Cookie Policy
- Accessibility Declaration
- Disclaimer
- Security Policy
- California Notice at Collection
- Customize Cookies
What’s on your mind?
We’re here to help! Tell us what you’re looking for and we’ll get you connected to the right people.
Looking for something else?