Bezos Is Steering an AI-Heavy Prime Video Redesign, Reuters Reports

Amazon founder and executive chairman Jeff Bezos is personally steering an AI-focused overhaul of Prime Video, internally called Lighthouse, that would use artificial intelligence to personalize recommendations, respond to spoken requests and generate themed viewing tiles, Reuters reported Thursday. The project, led by Prime Video design chief Kam Keshmiri under head Mike Hopkins, follows Bezos's objection that earlier plans did not emphasize AI enough, though final design and release date remain unsettled.

Bezos Is Steering an AI-Heavy Prime Video Redesign, Reuters Reports - The project, internally called Lighthouse, would use AI to personalize recommendations, respond to spoken requests and potentially generate themed viewing tiles. 1 https://in.marketscreener.com/news/amazon-s-bezos-pushes-prime-video-redesign-focused-on-ai-ce7f51dedb8df22c - Amazon is testing versions with a small group of users, but the final design and release date remain unsettled. 1 https://in.marketscreener.com/news/amazon-s-bezos-pushes-prime-video-redesign-focused-on-ai-ce7f51dedb8df22c - Bezos initiated the overhaul, while Prime Video design chief Kam Keshmiri is leading the work under Prime Video head Mike Hopkins. 1 https://in.marketscreener.com/news/amazon-s-bezos-pushes-prime-video-redesign-focused-on-ai-ce7f51dedb8df22c Amazon founder and executive chairman Jeff Bezos is personally steering an artificial intelligence-focused overhaul of Prime Video, pushing the streaming division to make AI more visible in how viewers search for and discover films and television programs, Reuters reported Thursday. 1 https://in.marketscreener.com/news/amazon-s-bezos-pushes-prime-video-redesign-focused-on-ai-ce7f51dedb8df22c The project, known internally as Lighthouse, is not a confirmed product launch. Amazon declined to comment to Reuters, and the report said executives have not settled the final design or disclosed when it could reach customers broadly. 1 https://in.marketscreener.com/news/amazon-s-bezos-pushes-prime-video-redesign-focused-on-ai-ce7f51dedb8df22c Conversational search and AI-generated suggestions Lighthouse would improve recommendations by learning viewers’ preferences and responding to spoken requests, according to Reuters. Prime Video has also considered integrating Alexa into search and displaying AI-generated tiles built around prompts such as 1980s action films or Christmas romantic comedies. Traditional text search and promotional space for releases and live sports would remain. 1 https://in.marketscreener.com/news/amazon-s-bezos-pushes-prime-video-redesign-focused-on-ai-ce7f51dedb8df22c Amazon has already used generative AI in Prime Video. Its 2024 redesign used Amazon Bedrock to create personalized collections and large language models to simplify title descriptions. 2 Lighthouse would move those capabilities closer to the center of the interface rather than leaving AI largely behind the scenes. Reuters said Amazon is testing versions with a small number of users. Feedback, cost considerations and other concerns could still change the product before release. 1 https://in.marketscreener.com/news/amazon-s-bezos-pushes-prime-video-redesign-focused-on-ai-ce7f51dedb8df22c Bezos takes an unusual operating role The initiative followed a contentious presentation last autumn, when Bezos objected that plans presented by Prime Video head Mike Hopkins did not emphasize AI and personalization enough, Reuters reported. Bezos has since received periodic updates. Kam Keshmiri, Prime Video’s global design chief, is leading the redesign. 1 https://in.marketscreener.com/news/amazon-s-bezos-pushes-prime-video-redesign-focused-on-ai-ce7f51dedb8df22c Greater personalization and voice search would require Prime Video to interpret viewing behavior, inferred preferences and potentially spoken requests. Reuters did not identify new privacy controls or explain whether data from Lighthouse would be used to train AI models. Amazon says existing Alexa users can review and delete voice requests, but the company has not said how those controls would apply to the reported Prime Video integration. 3 https://developer.amazon.com/en-US/alexa/branding/alexa-guidelines/brand-guidelines/smart-speakers-playbook/3-messaging Companies mentioned Further sources The stories that matter, in one email. Free — unsubscribe anytime.