A centerpiece of the rollout is “Your Bravoverse,” a new mobile hub built for fans of Bravo programming. At the center of the experience is a generative AI version of Andy Cohen, designed to guide viewers through the storylines and relationships that define shows like the Real Housewives franchise. The AI host introduces playlists and recaps recent drama, helping new viewers understand ongoing narratives while giving long-time fans a way to revisit major moments.
NBCUniversal said the AI version of Cohen was created in collaboration with the real host. Users will first see a video introduction from Cohen himself, and any appearance by the AI version will be clearly labeled. “We label it generative with AI because we don’t want anyone to think, ‘is that Andy, or is that not Andy?’” said John Jelly, senior vice president of product and UX for Peacock. “I think it’s a version of Andy, is the way to think about it, that is being personalized with AI.”
The company says the technology allows Peacock to create many variations of video content tailored to individual viewers. “The reason we’re using AI is to create those billions of variants,” Jelly added. “If we got Andy in a booth, we might be able to create some variants, but creating on a daily basis and a weekly basis this much content that’s relevant to you is really the reason we’re using AI.”
Peacock is also expanding vertical video experiences designed specifically for smartphones. One example is NBA Courtside Live, which will stream games using technology that adjusts camera views for vertical screens. Jelly said the company plans to test the format with basketball first and expand to other sports depending on viewer response.
The mobile push includes a broader expansion into interactive games inside the Peacock app. The platform will add a mobile version of Jeopardy!, joining an existing Wheel of Fortune game, along with two crime-focused titles from Wolf Games, a studio founded by Elliot Wolf, the son of Law & Order creator Dick Wolf. The first game, Law & Order: Clue Hunter, is scheduled to launch this spring, followed by Public Eye later this summer.
Peacock previously experimented with AI-generated media, including an AI recreation of broadcaster Al Michaels’ voice used during the 2024 Paris Olympics. The AI version of Andy Cohen represents a further expansion of those efforts. While the Bravoverse hub will initially launch on mobile, NBCUniversal plans to extend the feature to the main Peacock TV app later.
The mobile and AI features arrive as Peacock continues working toward profitability. The service reported a $552 million loss in the fourth quarter, and its subscriber base remains smaller than some rivals, with Hulu at about 64 million subscribers and Paramount+ around 79 million.
Strauss said the company is focused on strengthening engagement through features that deepen connections with existing audiences. “A lot of these features all are kind of independent, but they ladder back up to a very common North Star around super-serving fans, being the home for fandom, and continuing to find ways to drive more engagement across all of our content.”
This analysis is based on reporting from The Hollywood Reporter.
Images courtesy of Peacock.
This article was generated with AI assistance and reviewed for accuracy and quality.
