Telia is a leading Pay TV operator serving 1.8 million customers across the Nordics & Baltics with its Telia Play and Telia TV brands. Christofer Peilitz outlines its work to maximise on-platform attention before quickly turning to the potential for AI to improve content discovery. How could the power of large language models be used to improve search and recommendation? What guardrails will a Pay TV operator need? How can AI be implemented as a complement to existing content discovery solutions? Gracenote’s Tyler Bell has worked with Pay TV companies to combine the inference capabilities of LLMs with verified TV metadata to turbocharge search and recommendation. Together they explore how operators can achieve a step-change in their entertainment stack and UX by safely harnessing the power of LLMs.