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.

Prepared by Jonathan Pierce and reviewed by editorial team.