Google partners Sony Pictures Networks to bring Gemini to KBC

Google India has partnered with Sony Pictures Networks India (SPNI) to bring its generative AI platform, Google Gemini, into the upcoming season of Kaun Banega Crorepati (KBC), marking what the companies describe as a first-of-its-kind integration of AI within one of India's most recognisable television franchises.

The collaboration will see Google Gemini embedded into the KBC ecosystem across Sony Entertainment Television and Sony LIV, positioning the AI assistant as an interactive knowledge companion for viewers. The integration extends beyond on-screen branding, with Gemini supporting audiences through KBC registration, eligibility guidance and general knowledge preparation.

The move underscores a broader trend of technology companies partnering with entertainment platforms to familiarise consumers with generative AI through everyday use cases. Rather than serving as a standalone promotional association, the collaboration places Gemini within the viewer journey, allowing users to access information related to the quiz show directly through the Gemini app. Interactive knowledge challenges are also expected to be rolled out in the coming weeks to help users sharpen their quiz skills across a range of subjects.

Why does this partnership matter for Google's AI ambitions in India?

India remains one of Google's largest markets, and the collaboration gives Gemini access to millions of households through a programme that has built its identity around knowledge and learning over the past two decades. For Sony, the partnership reflects its strategy of introducing new technology-led experiences that deepen audience engagement beyond television viewing.

"Knowledge has always been at the heart of Kaun Banega Crorepati. Through our collaboration with Google Gemini, we are bringing together the legacy of KBC with the power of Google's Artificial Intelligence," said Nachiket Pantvaidya, chief content officer, Sony Pictures Networks India.

Kanika Kalra, director, marketing, Google India, said KBC has long been associated with learning and curiosity, adding that Gemini aims to serve as an interactive knowledge companion for millions of households, helping viewers explore topics and prepare for the show in a more intuitive way.

Registrations for the upcoming season are now open, with users able to access registration information and eligibility guidance through the Google Gemini app. The companies said the collaboration is designed to make AI-powered learning more accessible while demonstrating how generative AI can be integrated into mainstream entertainment experiences.