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MUMBAI: Gracenote is putting India at the centre of its global artificial intelligence strategy, with the Nielsen-owned content intelligence company using its technology hub to build AI-powered tools aimed at improving entertainment discovery for streaming platforms and connected TV services.
The company said its India development centre is leading the engineering of AI-first products and workflows that convert unstructured entertainment data into structured metadata, reducing complex content processing tasks from days to just minutes.
As streaming services grapple with growing content libraries spread across multiple platforms, Gracenote is developing tools designed to make content discovery faster and more personalised. Among them is the Gracenote Model Context Protocol (MCP) Server, which enables large language models to access authoritative entertainment metadata, alongside AI-powered contextual advertising systems and metadata enrichment tools.
Rather than relying solely on generic AI models, Gracenote said it combines machine intelligence with decades of expertise in video and audio metadata through what it calls its proprietary “AI harness” methodology. The framework applies structured rules and domain knowledge to improve the accuracy and relevance of AI-generated outputs.
Gracenote senior vice president Ravi Madhira 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 enriched by deep domain knowledge and local engineering excellence to power the future of entertainment worldwide.”
The company said the approach delivers faster processing, improved data quality and more efficient handling of translation, imagery processing and complex metadata mapping, helping convert raw content feeds into structured, actionable intelligence.
Gracenote is also embedding AI across its software development lifecycle. The company has integrated tools including Claude Sonnet, Amazon Kiro and Glean into processes such as requirements analysis, code generation, automated testing and deployment.
According to the company, development projects that previously required up to six months of work from dedicated engineering teams can now be completed in a fraction of that time, allowing products to reach the market more quickly.
Gracenote added that it is aligning its AI initiatives with recognised international standards to ensure responsible and scalable deployment, while positioning its India development centre as a key driver of innovation for the company’s global operations.
With streaming platforms increasingly competing on discovery and personalisation, Gracenote is betting that combining AI with decades of media metadata expertise will help entertainment companies connect viewers with the right content more quickly and accurately.
