Amazon Plans Prime Video Revamp to Showcase AI

Amazon is weighing an artificial-intelligence overhaul of Prime Video that would turn the streaming service into a consumer showcase for its broader technology ambitions. With more than 200 million users, Prime Video offers Amazon a large global audience for demonstrating AI tools beyond its cloud business. Integrating the technology into everyday viewing could also help the company distinguish its platform as competition for AI talent, investment and consumer attention intensifies.

Amazon founder Jeff Bezos has urged the Prime Video team to advance an internal initiative code-named “Lighthouse,” aimed at embedding the company’s heavily funded AI capabilities into the service. The report did not specify which features would be introduced or disclose a project budget, launch date or geographic rollout. The key test will be whether Amazon can translate its AI research into useful products that gain traction among Prime Video’s more than 200 million users.