Streaming platform redesign is part of a broader AI strategy that also includes a more conversational Alexa voice assistant.
Image: CNBC
Amazon is rolling out an AI-focused redesign of Prime Video as it expands its investment in artificial intelligence across its products and services. The initiative reflects the company’s broader push to enhance user experiences through smarter technology.
The updated Prime Video platform is expected to use AI to improve content discovery, personalized recommendations and navigation, making it easier for users to find movies and shows tailored to their preferences.
The redesign complements Amazon’s wider AI strategy, including a multiyear overhaul of its Alexa voice assistant. The upgraded Alexa is being built to deliver more natural, conversational responses and handle increasingly complex interactions.
As competition intensifies in both streaming and artificial intelligence, Amazon is betting that AI-powered features will strengthen customer engagement and help it compete more effectively with rivals in the rapidly evolving tech landscape.
