Zee5 is seeing strong momentum for Clips, its AI-powered vertical short-video experience aimed at changing how audiences discover and engage with entertainment on the platform. The feature brings compelling moments from Zee5’s long-form catalogue into a quick, swipe-led format, allowing viewers to sample content and move seamlessly to the full-length experience.

As per a press release, Clips has been developed jointly by the Zee5 and Google Cloud teams and uses advanced Gemini models along with Chirp, a multilingual model, Cloud Vision API and deep learning models for image processing. The technology is designed to identify high-engagement moments from movies and shows and automatically convert them into short, vertical videos at scale.

The initiative is aimed at creating a new pathway for audiences to explore Zee5’s extensive content library. Instead of searching directly for a movie or show, viewers can discover a compelling moment through Clips and move to the complete title if the content catches their interest. Early viewing behaviour is showing movement from Clips to full-length content, highlighting the role of short-form videos as an entry point to deeper content consumption.

According to Tejkarran Singh Bajaj, Business Head – Zee5 India and AI & Innovation, Clips reflects a different approach to content consumption, placing compelling moments from the platform’s long-form catalogue directly into the swipe journey. He said the technology allows thousands of hours of existing content to be transformed into fresh discovery points at scale using AI.

Pramod Prakash, Chief Technology Officer, Zee Entertainment Enterprises Ltd., said Clips was built around the need to make it easier for viewers to discover stories they may not have actively searched for. He added that the platform is using AI to identify engaging moments within long-form content and automatically transform them into short, vertical videos.

The technology combines Gemini AI, Speech-to-Text and Cloud Vision API to process and package content at scale. So far, Zee5 has generated 13,000 Clips from 1,200 titles, demonstrating the potential of the technology to create multiple discovery points from a large content library.

Amit Kumar, Managing Director, Digital Natives Business at Google Cloud India, said the collaboration with Zee5 demonstrates how generative AI can drive measurable business value at scale. He added that the joint AI innovations can help accelerate the launch of new platform features while continuing to improve the daily viewing experience.

With Clips, Zee5 is looking beyond conventional content discovery by combining AI with an audience-first product approach. The platform aims to create more intuitive ways for viewers to move from a moment of interest to deeper content consumption, while making the Zee5 experience smarter, more personal and easier to explore.