Gracenote, the content intelligence business unit of Nielsen, has said its India technology centre is leading the development of the company's artificial intelligence (AI) initiatives, including a new Model Context Protocol (MCP) Server aimed at improving entertainment discovery through large language models (LLMs).The company said its proprietary AI workflows convert unstructured entertainment data into structured metadata, reducing content processing times from days to minutes and supporting applications such as contextual advertising and AI-driven metadata enrichment.Also read: World Bank urges developing nations to seize AI opportunityAccording to Gracenote, the India development centre is engineering key AI products, including the MCP Server, which is designed to provide LLMs with access to the company's entertainment metadata to deliver more context-aware search and discovery experiences across streaming and connected TV platforms."By anchoring key product developments like our MCP server and Contextual Ads engine directly at our India development centre, we ensure these global AI solutions are enriched by deep domain knowledge and local engineering excellence," Ravi Madhira, Senior Vice President at Gracenote, said in a statement.The company said it follows an "AI harness" approach that combines AI models with its video and audio metadata expertise to improve the quality and consistency of content intelligence.Also read: AI application experts in high demand as companies pursue efficiency, customer focusGracenote also said it has integrated AI tools such as Claude Sonnet, Amazon Kiro and Glean into its software development lifecycle, helping accelerate requirement analysis, code generation, testing and deployment. It claimed development projects that previously took about six months can now be completed in a fraction of the time.Gracenote, a Nielsen business unit, provides entertainment metadata covering more than 50 million titles and 80,000 channels and catalogues across more than 80 countries in over 70 languages.