In an era of infinite content, discovery has become the real bottleneck. Audiences face endless browsing, and recommendation systems that often miss the mark, optimizing for clicks rather than true relevance. As a result, users spend more time searching than engaging. This panel explores how AI is evolving beyond traditional recommendation engines toward more predictive, contextual, and personalized experiences. From machine learning to generative AI, we’ll discuss how discovery is shifting from reactive suggestions to systems that understand intent, context, and even shared viewing dynamics, and what that means for brands, publishers, and platforms.