Modern internet platforms handle colossal volumes of data and offer users thousands of leisure options. In such a context, manually curating recommendations becomes ineffective, and artificial intelligence (AI) and machine learning technologies come to the fore. The integration of intelligent algorithms allows for a radical change in audience engagement, offering each visitor a unique user experience. An example of the successful integration of AI systems into an entertainment portal is an international project whose personalization algorithms are studied in detail in the expert article at linkhttps://morospins.com . Neural networks integrated into the platform's engine continuously analyze user behavior in real time.