Mumbai: Gracenote, the content data business unit of Nielsen, has strengthened its global artificial intelligence (AI) innovation strategy by positioning its India technology centre at the forefront of developing next-generation entertainment discovery solutions. The company said its AI-first workflows are transforming unstructured entertainment data into structured intelligence, significantly reducing metadata processing times from days to minutes while enabling more personalised content discovery experiences.
As streaming platforms and Connected TV (CTV) services continue to expand, Gracenote’s India development hub is engineering AI-powered solutions including the Gracenote Model Context Protocol (MCP) Server, which grounds Large Language Models (LLMs) with authoritative entertainment data, alongside advanced contextual advertising pipelines and AI-driven metadata enrichment.
The company said its proprietary AI workflows combine decades of media metadata expertise with machine intelligence to improve content discovery, moving beyond traditional search to deliver hyper-personalised, context-aware experiences for global media companies.
Explaining the company’s AI approach, Ravi Madhira, Senior Vice President at Gracenote, said, “Gracenote’s distinctive ‘AI harness’ approach integrates decades of expertise in video and audio metadata into rules that guide AI systems. By anchoring key product developments like our MCP server and Contextual Ads engine directly at our India development centre, we ensure that these global AI solutions are not based on simplistic or generic usage but are enriched by deep domain knowledge and local engineering excellence to power the future of entertainment worldwide.”
According to the company, its “AI harness” methodology embeds years of video and audio metadata expertise into structured rules that guide AI systems, enabling faster data operations, improved translation and imagery processing, seamless data mapping and the conversion of unstructured feeds into standardised, actionable intelligence.
Beyond customer-facing offerings, Gracenote is also integrating AI into its Software Development Life Cycle (SDLC). The company is deploying advanced AI tools, including Claude Sonnet, Amazon Kiro and Glean, across requirement analysis, code generation, automated testing and deployment. This has enabled the company to significantly shorten go-to-market timelines, with development projects that previously required six months now being completed in a fraction of the time.
Gracenote said its AI strategy aligns with global benchmarks for responsible and scalable AI adoption while leveraging its India development centre to drive innovation in content discovery, contextual advertising and media intelligence for customers worldwide.
