Streaming: Amazon Prime Video is being tuned for AI at Bezos’ request

Amazon founder Jeff Bezos wants to get more people to use the AI ​​services developed by the company. As a vehicle for this, the streaming service Prime Video is being redesigned at his request to focus on AI and its capabilities.

Amazon wants to present AI features centrally

Amazon Prime Video is being given a makeover under the internal name “Lighthouse” in favor of artificial intelligence services. Behind the project there is supposedly pressure from company founder Bezos, who is said to have persuaded the manager responsible for Prime Video, Mike Hopkins, to focus on AI. According to the news agency, “Lighthouse” is about it Reuters about strengthening Amazon’s position in the area of ​​AI services because competitors such as Anthropic, OpenAI and Google are increasingly gaining the upper hand with their offerings. The background is said to be Bezos’ dissatisfaction when presenting the plans for Prime Video in a meeting in 2025, where the company’s founder was upset that AI services hardly played a role.

Bezos’ criticism causes development work to restart

With “Lighthouse,” the original plan is being left behind and is now trying to improve recommendations for films and TV content using AI and respond to user preferences based on spoken requests, it is said. The Prime Video homepage will also be fundamentally redesigned. Among other things, Amazon is testing the use of AI-generated cover images for certain content suggestions such as “action films from the 1980s” or “Christmas comedy series”. In other variants there are no preview tiles with a lot of text. However, the search function in the upper part of the Prime Video homepage and other areas where important content such as sports events are advertised should be retained. Amazon is reportedly already testing the new home page design with a few select users, although plans could change based on feedback and other factors. The report still leaves it open when and to what extent the innovations surrounding AI-supported features will be rolled out widely at Prime Video.