Generative AI (GenAI), driven by large language models (LLMs) like Cohere Command R and Embed, is transforming the media and entertainment (M&E) sector by enhancing personalization, search, and content management. GenAI can streamline up to 60% of tasks related to searching, synthesizing, and validating information from content catalogs, thereby offering insights into subscriber preferences. M&E companies leverage LLMs to improve content discoverability, personalize recommendations, boost consumer engagement through conversational AI assistants, and streamline content planning and development. These models can categorize content more accurately by understanding semantics and nuances, enabling better localization and engagement with global audiences. Moreover, LLMs assist in content moderation by identifying culturally sensitive comments and facilitate creative processes by handling tedious research tasks, allowing staff to focus on innovation. As GenAI becomes a competitive differentiator, it allows M&E companies to deliver highly personalized and contextually relevant content, thus enhancing the user experience.