TECHNOLOGY

San Francisco: Bezos drives AI-focused Prime Video overhaul

PUBLISHED Jul 23, 2026, 8:18 AM ET

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SAN FRANCISCO - Jeff Bezos has directed a major redesign of Amazon’s Prime Video service to place artificial intelligence at the core of the user experience, according to four people with direct knowledge of the initiative. The internal project, known as Lighthouse, is intended to showcase the hundreds of billions of dollars the company has invested in AI by rethinking how subscribers discover and interact with content on the platform. Bezos has pushed Prime Video head Mike Hopkins to lead the overhaul, highlighting the strategic role that streaming now plays in Amazon’s effort to make its AI capabilities more visible to consumers. SAN FRANCISCO - The Lighthouse project is designed to put AI “front and center” in Prime Video, positioning the streaming service as a high-profile shopfront for Amazon’s wider artificial intelligence technologies. By July 2024, the initiative reflects how Amazon is bringing its AI push directly into one of its most widely used consumer services, signaling an attempt to better integrate advanced technology into everyday entertainment. People familiar with the effort say the redesign aims to change how users engage with Prime Video, underlining the importance of AI across Amazon’s broader business and product ecosystem.

By James Porter | JQJO News

Timeline of Events

2014 Amazon launches Prime Video worldwide expansion
2021 Bezos steps down as Amazon CEO
2022 Amazon accelerates company-wide generative AI investments
Early 2024 Bezos urges more aggressive AI deployment
Mid 2024 Internal Lighthouse project scope finalized
July 2024 Hopkins directs Prime Video redesign
July 23, 2024 Sources detail Lighthouse project
Late 2024 Expected rollout of AI-driven interface

News Intelligence

Amazon's Prime Video is getting an AI makeover. This means your streaming experience could change. You might find shows faster or get better recommendations. Keep an eye on any updates or changes to your Prime Video interface.