As part of a monster ten-year contract centered on generative AI and content personalization, Vodafone has sold another section of its TV soul to Google. The writing was on the wall when Vodafone made its Android TV oath in February 2023, which few other outlets saw for the all-encompassing Faustian bargain that it really was. If there are any remnants of the old personalization and recommendation infrastructure from TiVo and Kaltura still installed anywhere across Vodafone’s European TV footprint, then these third-party systems are not long for Vodafone’s world. Not only that, but Google’s strengthening influence over Vodafone’s TV business is shutting out opportunities for outside suppliers – marking a turning point from the vendor-friendly Android TV ecosystem the marketplace…