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The creative industry has undergone a significant transformation, driven by advanced technologies designed to enhance the overall customer experience in Kenya.

Previously, media and the entertainment industry had limited control over the content available and the schedules set by broadcasters. This often meant missing out an episode unless it was repeated.

“Today, viewers enjoy unparalleled flexibility, free from strict schedules and limited choices,” says Jacqueline Sagala (pictured), head of customer experience at MultiChoice Kenya.

“There is now a vast library of content available to meet everyone’s preferences, and viewers can access this content on the go.” Sagala notes that technology enables viewers to enjoy content tailored to their preferences based on their previous viewing habits and genre interests. This transformation is thanks to remarkable advancements in the entertainment industry.

Human emotions

Machine Learning and Artificial Intelligence (AI) have driven this evolution, providing opportunities to offer personalised and immersive entertainment experiences.

Beyond traditional text and voice recognition, AI has expanded into “Emotion AI,” a groundbreaking technology that allows entertainment providers to understand and respond to human emotions expressed through facial expressions and tone of voice.

“Imagine a customer service experience that not only understands what you are saying but also discerns how you feel,” Sagala reflects.

Leveraging Emotion AI, entertainment companies can gain deeper insights into their viewers’ emotions, facial expressions, and tone of voice, allowing them to deliver content that resonates more deeply with their audiences.

With Africa emerging as the world’s next major investment market, AI is poised to play a crucial role in this growth. As smartphone usage proliferates across the continent, there is a burgeoning market for digital and mobile content streaming.

GSMA data estimates that over 450 million smartphones are in use across Africa, with more than 250 million passionate football fans, underscoring the need for technology to effectively meet the diverse entertainment demands of this growing demographic.

Sagala finds it inspiring to witness the rise of initiatives like Afrocentric Natural Language Processing, led by local scientists like Ife Adebara. These projects aim to democratise AI technology, making it more accessible to speakers of various African languages and preserving the continent’s rich linguistic heritage.

Developing such tools and programs tailored to Africa’s linguistic diversity will revolutionize the customer experience, enabling entertainment providers to engage with their audiences more meaningfully and culturally sensitively.

As viewers’ expectations continue to rise, the demand for seamless, omnichannel customer service experiences is becoming more pronounced. This evolution boosts the capabilities of call centres.

Businesses in the entertainment industry must adapt to this evolving landscape by using remote contact centre software to deliver exceptional customer service across various communication channels, including social media, video calls, and email.