Abstract Artificial Intelligence personalization has become a big force in today's digital entertainment sector. It reshapes how users consume and explore content on OTT (Over-The-Top) platforms. In Pakistan usage of OTT platforms is rapidly increasing. According to Statista, the usage rate of OTT platforms in Pakistan is 32.02% in 2025 and is expected to reach 36.21% in 2030. This research aims to investigate the role of an Artificial intelligence Personalization in binge-watching. This research fills the gap to check the right implications of the AI personalization from users’ perspectives and explores how repetitive recommendations influence users' habits and lead to over consumption. This study provides insights into the context of Pakistan on how Personalization techniques cause screen addiction, platform stickiness, raise high concerns about Gen Z, and suggests that developers design an ethical framework using Personalization.
Tools: SPSS,AMOSS
Department: Department of Business Studies
Poster
