All the best streaming services use AI in some form or another to serve up recommendations for what to watch, but Prime Video's looking to go all in. According to a Reuters report this week, Jeff Bezos is personally pushing Amazon’s Prime Video executives toward a major app redesign to turn the streaming platform into a marquee showcase for Amazon's multi-billion-dollar investments in AI technology for its 200+ million active viewers.
Internally codenamed Project Lighthouse, the effort is just one piece of Amazon's companywide AI efforts to compete against the likes of OpenAI and Anthropic. Lighthouse would comb through a subscriber's viewing preferences, using AI for improved film and TV recommendations and to respond to spoken requests, one person with knowledge of the project told Reuters. The final redesign is still in the works, but it could drastically change your home page and how you find what to watch next. We've reached out to Amazon for comment, and will update this story once we hear back.
