Prime Video is revolutionizing the streaming experience by integrating generative AI technologies that enhance user interaction and content delivery.
Prime Video’s Integration of Generative AI for Enhanced Viewing Experience
Prime Video users are increasingly encountering artificial intelligence across the platform, often without realizing it.
AI Innovations Unveiled at Amazon’s Conference
During a recent conference at its Culver City studio headquarters, Amazon revealed various ways it is utilizing AI to enhance its subscription streaming service, catering to over 200 million monthly active users.
Enhancing User Experience with AI
From AI-driven broadcast enhancements and live event recaps to AI-suggested search topics and language dubbing, Amazon is leveraging technology to improve the quality and specificity of the Prime Video experience, despite ongoing scrutiny regarding AI’s role in film and television.
“Gen AI tech capabilities are evolving rapidly, and we’re heavily investing in innovation to bring features to life quickly and at scale, enhancing customers’ overall experience,” said Tricia Lee, director of product and data at Prime Video.
Customizing Content with AI
One notable way users will engage with AI on the platform is through suggested topics generated by an AI tool, which helps users refine their search for new content. Based on viewing history, the tool may recommend titles like “fantasy quest” or “mind-bending sci-fi” films.
Amazon also disclosed its use of AI for providing recaps of live events, especially sports, for viewers who join mid-telecast.
AI-Powered Predictions in Sports
Prime Video is introducing AI overlays for specific sporting events, predicting potential outcomes, such as which receivers may be open or which drivers have enough fuel to finish a race.
Behind-the-Scenes AI Enhancements
Subscribers may also benefit from AI enhancements without their knowledge. Amazon is utilizing AI to improve content resolution and picture quality, particularly for live events with inconsistent bandwidth and older standard definition content.
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“We’re investing in AI to protect picture quality, even at low bit rates, such as over mobile networks,” Lee explained. “We also see potential in AI-based remastering to upgrade standard definition content to high definition, enhancing the viewing experience while preserving creative intent.”
AI in Advertising
As AI advertising becomes more prevalent, Amazon plans to offer an AI tool for advertisers that creates and curates ads based on the title currently being watched. For instance, a viewer watching The Summer I Turned Pretty might see an AI-generated ad for a travel agency promoting luxurious beach getaways.
The Legal Landscape of AI in Media
The legal framework surrounding AI’s integration with media remains largely undeveloped. Current AI-related lawsuits in the entertainment sector focus on clarifying the use of copyrighted materials to create new content. Most tools introduced by Amazon aim to enhance existing content, which appears to be a less contentious application.
Viewer Reception of AI Innovations
While it’s unsurprising that a tech giant like Amazon is embracing AI, this territory is still relatively new for the entertainment industry, and the reception—especially among creatives—will be intriguing. The use of AI to enhance the creative and production pipeline has faced significant backlash. Earlier this year, the team behind The Brutalist nearly saw their Oscar campaign jeopardized due to controversy over AI smoothing actors’ dialogue.
However, individual consumers have generally welcomed AI, particularly as a means of discovering new programming and improving the user experience on platforms like Prime Video.
