Crunchyroll, the anime streaming service owned by Sony Pictures Entertainment, announced plans to use AI and machine learning in its back-end systems to improve content discoverability, recommendations, and personalization for subscribers. The Crunchyroll president stated this would not affect anime content itself.

In an April 2025 interview with Forbes, Crunchyroll CEO Rahul Purini confirmed that the platform plans to use AI and machine learning in back-end systems to 'improve content discoverability, recommendations, and personalization,' while explicitly ruling out AI in the creative process. Crunchyroll has more than 120 million registered users globally. The recommendation system is intended to help subscribers find content suited to their preferences from a large anime library. The specific AI model or system used was not publicly disclosed.