With the rapid development of Artificial intelligence (AI) and the proliferation of Over-the-top (OTT) platforms in Indian markets, Artificial intelligence plays a important role in enhancing content recommendation on OTT platforms, particularly for regional specific preferences. After reading a lot of previous literature, it was found that no research has been done on this topic. This research aims to study the role of Artificial intelligence in enhancing content recommendation systems and consumer engagement on OTT platforms in Lucknow. A quantitative survey of 303 OTT consumers in Lucknow was conducted. Data were analyzed in Microsoft Excel to major four objectives relating to AI awareness, engagement and trust, consumer behavior, and demographic effects. To know the consumer opinion we used AntConc software and for visualizing 10 themes generated from software we used R-Programming. Having additional knowledge of AI highly enhances user satisfaction with OTT platform AI recommendations. OTT ratings are highly correlated with AI satisfaction, and unsubscribers are far less satisfied with recommended content. Though there is not much influence from gender on attitudes toward AI or trust. These findings underscore how strongly user satisfaction and retention are influenced by AI awareness, trust, and interaction.