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SuperSearch – you say what you want and AI will find the right content for you

Gone are all those dull searches for the right film and the best series. Sunrise TV is one step ahead of the competition with its new voice-controlled AI content-search system based on Google Gemini Flash. SuperSearch is the tool to take you straight to your favourite content, fast and accurately, wherever you are. 

Brunhilde Mauthe

October 10, 2025 . 2 minutes read

SuperSearch is an innovative search function developed specially for the modern media landscape. Sunrise is the first telecom provider to offer a tool like this. Users can search for content by voice command, with the artificial intelligence (based on Google Gemini Flash) understanding the query and bringing together the results from a wide range of different sources – including traditional TV channels, on-demand offers and large streaming services such as Disney+, Prime Video and Sky. The result is a selection of films and series presented and tailored precisely to you. 

«SuperSearch shows what the future of content searches looks like: voice-controlled, AI-based, visual and cross-platform. With SuperSearch, Sunrise TV is presenting the next generation of content searches for our customers and setting new standards for content searches,» explains Christoph Richartz.  


How SuperSearch works​ 

  • The user initiates a search-by-voice command.​ 

  • AI translates the query into an «intelligent search query» using attributes such as actors, genres or topics.​ 

  • Results from a variety of sources are collected and presented visually – for example, with images and additional information.​ 


Example: A search for «science-fiction films featuring Brad Pitt» doesn’t just list all Brad Pitt’s science-fiction films, it creates easy-to-understand results from all available sources.

Or you can say voice commands like these and get matching suggestions:

  • Show me films featuring the cast from Titanic!​ 

  • I want to watch something about space, what would you recommend?​ ​ 

  • I like superheroes, what’s available?​  

  • Show me films that have won an Oscar​! 

Why is Sunrise embracing voice search and AI?  

The new voice search is dramatically different from traditional searches that use individual key words. It’s now possible to search for content using conversation-like input. The AI translates this search input, puts it into context and delivers appropriate results and recommendations for users. 

NOT AVAILABLE

Voice searches in the Internet

Today, over 20% (source Aioseo) of all Internet requests are made by voice command. There are lots of reasons for this:​

  • The voice-search function is fast, intuitive and works on almost any device – from smartphones to smart speakers.​ 

  • Advances in AI, especially in natural language processing (NLP – see below), make voice searches precise and context-sensitive.​ 

  • Users today expect search engines to understand not just keywords, but the actual intent and context of their question.​ 

What is NLP? 

Natural language processing (NLP) allows computers and digital devices to recognise, understand and generate text and speech. NLP is a subfield of computer science and artificial intelligence. Both use machine learning. It aims to enable computers and machines to mimic the way humans learn, perform tasks autonomously and improve their performance and accuracy through experience and greater access to more data. 


The role of AI: Google Gemini Flash​ 

Sunrise TV SuperSearch is the first TV platform in Switzerland to use a large language model (LLM) based on Google Gemini Flash. This AI not only understands complex voice commands but can also process and combine multi-mode content – text, image, video. As a result, the user doesn’t simply get search results faster, they’ll also be presented more accurately and be more varied.​ Currently the new functionality is available in German, English, Frenc and Italian. 

Benefits of SuperSearch 

  • Cross-source search: All available content is displayed in one bundle – regardless of whether it’s linear TV content, video-on-demand or streaming services.​ 

  • Visual result presentation: Instead of simple lists of text, there’s a title card for the content, pictures and extra details to make browsing and finding the right content more fun.​ 

  • Time saving: The AI filters and prioritises relevant content, making it easier for users to find what they’re looking for.​ 

  • There are regular tips on optimising the voice and AI search.​ 

  • No tedious typing, the user simply starts speaking and says what they’re looking for.​ 

  • SuperSearch learns continuously using analytics and this leads to even better results.  


«The search is personal and our customers benefit from an AI-assisted, cross-platform search that makes finding content faster, more intuitive and more visually appealing,» says Driton Ademi, Senior Product Manager Entertainment at Sunrise.​ 

You can find more information here. https://www.sunrise.ch/en/support/tv/set-up-tv/voice-control

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