Sony Pictures Networks India (SPNI) has partnered with Google Gemini for the upcoming season of Kaun Banega Crorepati (KBC), integrating the AI assistant into the show’s ecosystem across Sony Entertainment Television and Sony LIV as an interactive knowledge companion for viewers.

The collaboration extends beyond a typical brand tie-up. Gemini will be woven directly into the show’s content pipeline, guiding aspirants through registration and helping them prepare their general knowledge ahead of the new season. On the Google Gemini app, users can already access step-by-step registration guidance, with interactive GK challenges for households set to roll out soon – positioning the AI assistant as an active participant in the KBC journey rather than a passive sponsor.

“Through our collaboration with Google Gemini, we are bringing together the legacy of KBC with the power of Google Gemini’s Artificial Intelligence for households across India,” said Nachiket Pantvaidya, Chief Content Officer, SPNI. “This collaboration adds a new layer of innovation within the content of the show and creates newer ways for audiences to engage with the show.”

Kanika Kalra, Director, Marketing, Google India, echoed the ambition: “We are thrilled to collaborate with Sony Pictures Networks India to bring Google Gemini’s generative AI capabilities into this iconic journey. We hope to serve as an interactive knowledge companion for millions of households.”

The partnership signals a broader shift in Indian television – where AI is moving from behind-the-scenes production tooling to a front-facing, audience-engagement layer embedded directly within one of the country’s most-watched shows.