JAKARTA - Amazon is reportedly preparing a major overhaul of its Prime Video streaming service by prioritizing artificial intelligence (AI) technology. The project, which is internally named Lighthouse, is said to aim to provide a more personalized viewing experience through AI-based content recommendations and an updated interface.
A Reuters report citing a number of sources familiar with the plan said Amazon founder and Executive Chairman Jeff Bezos encouraged Prime Video's head, Mike Hopkins, to make AI a key focus in the development of the service.
According to the source, the Lighthouse project is an important part of Amazon's strategy to strengthen its position in the AI development competition amid the pace of innovation of other companies such as OpenAI and Anthropic.
The report states that the Lighthouse initiative began after an internal presentation by Prime Video executives to Bezos in the fall of last year. In the meeting, Bezos reportedly judged that Prime Video's development plan did not sufficiently emphasize the use of AI and personalization features.
The input then prompted the Prime Video team to abandon the initial plan and develop the Lighthouse project as a new direction for platform development.
Amazon is said to allocate capital spending of around 200 billion US dollars this year, most of which is focused on AI development. The company is also reported to have invested an initial investment of 23 billion US dollars in OpenAI and Anthropic, with plans to increase investment to 40 billion US dollars.
Through Lighthouse, Prime Video is rumored to bring a smarter recommendation system by studying user preferences and being able to respond to requests through voice commands.
In addition, Amazon is also said to be redesigning the Prime Video home page. Although the final design has not been determined, one of the concepts being considered is the use of AI-generated recommendation categories, such as "80s action films" or "Christmas-themed romantic comedies", which will be displayed directly to users.
The search function is said to remain maintained, as is the area at the top of the screen that has been used to display new film promotions and exclusive sports broadcasts, including Thursday Night Football.
A source said Amazon has begun testing several versions of the new design to a small number of users. Development plans can still change depending on the results of the initial trial, financial conditions, and other considerations.
Parks Associates analyst Michael Goodman said streaming platforms have relied on recommendation algorithms and paid placement from studios to promote content. According to him, the implementation of deeper personalization through AI has the potential to change the system that has been running today.
In addition, Amazon is also reportedly considering integrating the Alexa virtual assistant into the Prime Video search feature to improve the service's personalization capabilities.
Reuters reported that Bezos continued to monitor the development of the Lighthouse project and received periodic updates. Bezos' direct involvement is considered unusual because since stepping down from the position of Amazon CEO in 2021, he has focused more on a number of other businesses, including The Washington Post, the space company Blue Origin, and the AI startup Prometheus.
Meanwhile, Kam Keshmiri who serves as Global Head of Prime Video Design is said to be leading the redevelopment of Prime Video through the Lighthouse project. Until now, Amazon has not announced an official schedule for the launch of the update or the AI features that will later be available to users.
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