Prime Video’s AI-Driven Strategy for Boosting Engagement
Amazon Prime Video is making waves with its use of artificial intelligence (AI) to enhance the user experience for its 200 million monthly active users globally, including 115 million in the U.S.
The platform leverages AI in numerous ways, such as generating episode or season summaries by analyzing video segments and subtitles. It also features an AI-powered pop-up during Thursday Night Football, offering insights about players and teams. Perhaps most notably, AI is used for personalization, recommending content tailored to individual preferences.
According to Adam Gray, Prime Video’s VP of Product, AI is at the core of the service, driving features like the X-Ray Recap, which has become a favorite among users. This feature provides detailed episode and season recaps and is the most-used feature on the Fire TV app.
One of the standout AI upgrades is personalization, which recommends movies and shows based on similar plot points and character arcs to your favorite picks. This feature, powered by Amazon BedRock, creates “Made for You” collections tailored to each user’s interests.
Dialogue Boost is another AI-driven feature that analyzes audio to enhance dialogue clarity in various languages, while Audio Descriptions narrate key visual elements to assist visually impaired users. These innovations showcase Prime Video’s commitment to accessibility and user experience.
Prime Video’s X-Ray Recaps utilize AI models from Amazon SageMaker to generate detailed descriptions of key events and conversations in episodes or seasons. This technology allows for scale and efficiency that manual approaches would struggle to match, providing users with a rich viewing experience across a vast catalog of content.
By embracing AI in meaningful ways, Prime Video continues to transform and personalize the user experience, offering engaging and accessible content recommendations and features that enhance the overall viewing experience.
