Amazon Prime Video is working on an overhaul, but maybe not the kind you want

TL;DR Amazon Prime Video is testing an AI-focused overhaul, internally referred to as Lighthouse. The initiative entails AI-derived content recommendations and an app UI refresh. Jeff Bezos is reportedly personally involved with Lighthouse.

After raising the price of its ad-free offering (and newly gating 4K playback) earlier this year, Amazon Prime Video is now looking to incorporate more AI. According to a new report, Jeff Bezos himself is pushing for a Prime Video redesign that more prominently features AI-driven content recommendations. According to Reuters , Bezos wants to use Prime Video to highlight Amazon’s AI prowess.

An initiative called Lighthouse is meant to provide more personalized TV and movie recommendations by using AI to analyze subscribers’ preferences and theoretically serve them content they’ll be more likely to watch.