UK-based Synamedia has unveiled new artificial intelligence software that could put an end to password sharing on streaming services. The product relies on machine learning, which can “analyze account activity and recognize unusual patterns, such as account details being used in two locations within similar time periods.” Companies claim they have lost billions due to credential sharing. The idea is to spot instances of customers sharing their account credentials illegally and offering them a premium shared account service that will authorize a limited level of password sharing. "Casual credentials sharing is becoming too expensive to ignore. Our new solution gives operators the ability to take action," said Jean Marc Racine, Synamedia's chief product officer.