NBCUniversal uses an AI framework called Whole-Page Optimization (WPO) on Peacock that personalizes not just which shows are recommended to each viewer, but the entire layout of the streaming home page — including which content modules appear, in what order, and with what artwork — based on each individual's viewing behavior and intent.

WPO was developed by NBCUniversal's VP of Engineering, Data & Personalization and integrates real-time analytics and machine learning to make the Peacock home page dynamically adapt to each viewer. The system selects which content modules (such as 'Continue Watching' or 'Trending') appear, what content they surface, and in what hierarchy, using engagement signals, viewing history, and current intent. It has been extended to NBCU's global streaming brands including Sky Showtime, Now/Wow, and Showmax. NBCUniversal confirmed this framework in a November 2025 executive keynote and in published engineering leadership profiles.