Amazon’s Prime Video platform may receive an AI-focused redesign, Reuters reports, citing sources with knowledge of the matter. Amazon founder and executive chairman Jeff Bezos pushed Prime Video head Mike Hopkins to overhaul the streaming service to place AI at the front and center. The report adds the project is internally called “Lighthouse.”
Amazon’s Lighthouse project aims to make Prime Video smarter with AI
The project is reportedly a key part of the company’s efforts to strengthen its position in AI as rivals like OpenAI and Anthropic race ahead. Other AI efforts, such as upgrading Alexa to make it more conversational, have seen mixed results. The business is still losing money, as per people familiar with the matter.
The Prime Video project started after an internal presentation by the streaming service’s executive to Bezos last autumn. The meeting led to disagreements, according to people familiar with the matter. Bezos was reportedly unhappy that Hopkins’ plans to improve Prime Video did not focus enough on its AI and personalization features. His feedback led Prime Video executives to abandon their earlier plans and start working on Lighthouse instead.
Amazon has committed around $200 billion in capital spending this year, mainly focused on AI development. It also invested an initial $23 billion in OpenAI and Anthropic, with plans for potentially another $40 billion in investment.
Homepage may get a redesign
The Lighthouse project reportedly includes several AI-powered features mainly to improve Prime Video recommendations by learning consumers’ preferences and responding to voice requests. As part of this, Prime Video is also redesigning the main homepage, according to people familiar with the plans. There’s no final design yet. But one option that the Prime Video executives reportedly discussed includes AI-driven titles, with pre-populated viewing suggestions like “action movies from the 1980s” or “Christmas rom-coms.”
Another source notes that a current version does not include text-heavy titles. The search function will reportedly stick around. So will the space at the top of the screen for video highlights that promote new releases or sporting events. For instance, “Thursday Night Football,” which is exclusive to Amazon. Interestingly, one source says that Amazon is already testing versions of the redesign with a few users. Prime Video’s plans could change based on feedback from early testers, or financial or other concerns.
Like any other streaming platform, Prime Video relies on paid placements by studios and recommendation algorithms, said Michael Goodman of Parks Associates. He added that introducing more personalization could disrupt this existing system. Amazon has also discussed integrating the Alexa voice assistant into Prime Video’s search, said the sources. It seems Amazon is aiming to further improve its personalization capabilities through AI.
Close involvement of Jeff Bezos
Bezos is reportedly closely involved in the Prime Video revamp. He apparently receives regular updates on its progress. This highlights how important the project is as Amazon works to overcome criticism of its AI models. Kam Keshmiri, Amazon’s global head of Prime Video design, was also present at the meeting with Bezos. He is now reportedly leading the Lighthouse redesign.
Bezos’ involvement in the Prime Video project is unusual because he has stepped away from most of Amazon’s daily operations since leaving the CEO role in 2021. He has since focused more on other ventures, including the Washington Post and space company Blue Origin and AI startup Prometheus.
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