Prime Video’s AI-driven Strategy Boosting Engagement
As Amazon continues to expand its AI technology, Prime Video is leading the way with features designed to enhance the user experience for its 200 million monthly active users globally, including 115 million in the U.S.
The streaming service is using AI to suggest movies and shows with similar plot points and character arcs to your favorites, ensuring that the content recommended to you is tailored to your specific tastes. This includes AI-generated summaries of episodes or seasons by analyzing video segments and subtitles. For sports fans, there’s even an AI-powered feature that provides insights about players and teams during NFL games.
In a recent interview with TheWrap, Prime Video’s vice president of product, Adam Gray, emphasized that AI is at the core of the platform’s content, discovery, and personalization efforts. He explained that the goal is to be a one-stop entertainment destination where customers can easily find the best movies, TV shows, and live sports across all their subscriptions.
According to Gray, the AI-focused enhancements are driving engagement on the platform. One of the most popular features is the X-Ray Recap, which has become the most-used feature on the service’s app on Fire TV.
Personalization is a key focus for Prime Video, with generative AI driving recommendations for users based on their viewing habits and preferences. By analyzing streaming history and content details, the platform is able to create collections of titles tailored to individual interests. This feature is powered by Amazon BedRock, a service for building and scaling generative AI applications.
In addition to personalization, Prime Video offers Dialogue Boost and Audio Descriptions features. Dialogue Boost uses AI to enhance audio quality to make dialogue clearer, while Audio Descriptions provide narration for visually impaired users. Both features are powered by AI technology to improve the viewing experience.
The recently launched X-Ray Recaps feature utilizes AI models to analyze video segments and generate detailed descriptions of key events, places, times, and conversations in specific episodes or seasons. This technology has drastically reduced development costs and allows for recaps across a wide range of titles, not just premium content.
Overall, Prime Video’s use of AI has transformed the platform into a more efficient, immersive, and personalized streaming experience for its users. With continued advancements in AI technology, Prime Video is set to drive even greater engagement and satisfaction among its growing user base.
