Amazon Prime Video to Overhaul with AI-Driven Changes... Enhancing Recommendations and Voice Search

Amazon is rebranding Prime Video as a core AI platform, with Jeff Bezos pushing to prioritize AI and personalization features. The internal project, named 'LightHouse,' aims to bolster Amazon's AI competitiveness against OpenAI and Anthropic. The overhaul, triggered by internal feedback from last fall, shifts focus from initial plans to enhance recommendation algorithms, voice response capabilities, and Alexa integration. Prime Video, currently the fourth-largest U.S. streaming service with 4.2% TV viewing share, is redesigning its main interface to better align with AI-driven personalization.