3SS Unveils AI Tools For Intent-Driven Entertainment UX To Lift Engagement And Efficiency

3 Screen Solutions (3SS) has introduced two AI-driven capabilities for its 3Ready Hero user experience intelligence layer: 3Ready Hero Search and 3Ready Hero for Editors. The additions are designed to help viewers find content faster through intent-aware discovery while enabling service providers and automotive OEMs to streamline day-to-day editorial and operational tasks without ceding control over brand, data or business logic.

3SS says today's entertainment environments are hampered by fragmented discovery and keyword-led search that often misunderstands user intent, while operational teams lose time navigating documentation and disparate tools. 3Ready Hero addresses both issues by bringing AI across 3Ready-powered TV and in-car experiences. Although it integrates natively with the 3Ready Product Framework and 3Ready Control Center, the technology is modular and can be deployed alongside existing systems.

3Ready Hero Search adds semantic, natural-language understanding to search. Rather than relying solely on keywords, it interprets meaning and can infer context from vague requests, aggregating results from operator catalogues and third-party sources with deep links. This enables relevant responses to prompts such as "make me laugh" or "something to watch before traveling to Japan," improving result granularity and shortening the path from intent to viewing. Providers can expand catalogues by embracing more external content sources without complex backend or metadata integrations, and maintain full control over ranking, branding and editorial priorities via configuration in 3Ready Control Center. The solution is LLM-agnostic, has been proven interoperable with multiple OpenAI and Gemini models, is privacy-first with built-in cost controls, and can be rolled out rapidly. It is currently in proof-of-concept with a major European telco.

3Ready Hero for Editors embeds a smart assistant directly into 3Ready Control Center, trained on 3Ready documentation and knowledge bases. Available now to all 3Ready Control Center 3.0 customers, it delivers accurate, platform-specific answers where teams configure and operate services, reducing the need to trawl manuals, switch systems or open support tickets. Default prompts speed up onboarding, while chat history and session tools help experienced teams coordinate across markets, devices, user segments and product propositions. 3SS plans to extend the assistant from guidance to direct action, enabling selected configuration and operational tasks to be executed via natural-language commands to drive more frequent, efficient and granular optimisation.

"With the new features we're taking an editorially controllable approach to embed AI safely. The platform is designed to use AI to create capabilities and tools that help service providers better understand a user's intent in the context of entertainment experiences, but in a safe, managed and measured way," said James Twitchett, Head of Product at 3SS.

"With 3Ready Hero, we are delivering a powerful intelligence layer designed for both our own 3Ready ecosystem and also for services not built by 3SS, enabling users to reach content faster and with less friction," Twitchett added. "It enables much more efficient operational workflows and editorial management, keeping the operator firmly in control of UX, data, and search outcomes. Our aim is to simplify operations and shorten onboarding, improving engagement while allowing providers to retain full management over how AI is applied to their services."

Launched globally in March 2025, 3Ready Hero has evolved from conversational interfaces into a broader intelligence layer spanning search, discovery, support, feedback and editorial workflows, helping organisations continuously refine the experiences they deliver across the 3Ready platform.

3SS is a global entertainment technology company established in 2009 and known for system integration, software engineering and UI/UX innovation. Its 3Ready product platform accelerates multiscreen service launches and supports customer-centric iteration. Today, 3Ready powers over 30 service providers and reaches more than 70 million users. Customers include One Hungary (OneTV), A1 Telekom Austria Group, Allente, Altibox, Claro, Elisa Estonia, ENTEL, Norlys, ORS, Proximus, TCC Uruguay, Tele2, TELUS, Vodafone Group and Yes. 3SS also supports in-vehicle entertainment via its 3Ready Automotive platform, which is being deployed by OEMs including Škoda Auto and Geely Tech EU.

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