Amazon Prime Video AI Overhaul Aims to Personalize Streaming Experience

Amazon is redesigning its Prime Video streaming service around artificial intelligence in a project code‑named “Lighthouse.” Jeff Bezos personally directed Prime Video head Mike Hopkins to revamp the home screen after a tense meeting in which Bezos said earlier plans did not emphasize AI enough. The redesign will replace the static tile grid with AI‑generated recommendations such as “action movies from the 1980s” or “Christmas rom‑coms,” and may integrate Alexa voice search while retaining traditional search and promotional space for live sports like Thursday Night Football.

The effort is part of Amazon’s broader $200 billion AI capital spending this year, which also includes large investments in OpenAI, Anthropic and an updated Alexa. Prime Video currently commands about 4.2 % of U.S. TV viewing, trailing competitors, and the company hopes the AI‑driven experience will improve personalization for its more than 200 million global users. Limited user testing of the new interface has already begun.