Prime Video Enhances Streamer Partnerships with AI

hen its partnerships with other streaming services, Amazon’s Prime Video is using artificial intelligence (AI) to enhance the streaming experience and create new advertising opportunities. At the recent Prime Video Engage Summit in Los Angeles, the product and data director, as well as the advertising head, discussed the various ways AI is being integrated into their operations.

During the presentation, Tricia Lee, the director of product and data, emphasized the significant impact of generative AI on the entertainment industry and how Amazon is leading the way in innovation. Lee highlighted the use of AI to optimize streaming bandwidth, making improvements for live events like Thursday night football and enhancing the quality of classic content such as remastered TV episodes.

One of the standout features that Lee mentioned is AI topics, which leverages AI to recommend personalized content topics based on a viewer’s interests and history. Additionally, Prime Video is exploring AI-aided dubbing for unlicensed content, along with AI models to assess triggers that might impact viewers with photo-sensitive epilepsy.

On the advertising front, Jeremy Helfand, the VP and head of advertising at Prime Video, discussed the use of contextual AI ads to make ad breaks more relevant and engaging. By aligning ads with scenes, stories, or moods, Prime Video aims to enhance the overall viewing experience for its audience.

The event also highlighted the positive impact of Prime Video’s add-on subscriptions on its partners, with a study revealing that these subscriptions accounted for 25% of all SVOD signups in the first quarter of 2025. This data underscored the importance of strategic partnerships in driving growth for streaming services.

In conclusion, Amazon’s Prime Video is actively leveraging AI to optimize streaming experiences, enhance advertising opportunities, and strengthen partnerships with other streamers. By embracing new technologies and innovative approaches, Prime Video continues to deliver high-quality content and personalized experiences to its viewers.