Amazon Prime Video Integrates genAI Technology – IBC Conference

Amazon has recently unveiled how it’s using generative AI to enhance the Prime Video experience for its users. By leveraging Amazon Bedrock, a service from AWS, Prime Video has introduced personalized content recommendations, spoiler-free recaps, AI-driven sports highlights, and improved accessibility features. This innovative tool has also been instrumental in optimizing asset management processes, making operations more efficient.

Here are five ways that Prime Video is integrating generative AI from AWS:

1. Personalized Content Recommendations: Amazon Bedrock powers personalized content recommendations directly on the “Movies” and “TV Shows” landing pages. Subscribers will now see curated collections like “movies we think you’ll like” and “TV shows we think you’ll like” based on their interests and viewing history.

2. X-Ray Recaps: The X-Ray Recaps feature offers concise summaries of full seasons of TV shows, individual episodes, and specific moments within episodes. These recaps combine Amazon Bedrock managed foundation models and custom AI models created using Amazon SageMaker to ensure storytelling without spoilers.

3. Prime Insights: Recent NFL Thursday Night Football (TNF) and NASCAR events on Prime Video have introduced Prime Insights, showcasing key sports performance angles and storylines. These AI-powered tools, developed through collaboration between Prime Sports producers, engineers, analysts, and AWS experts using Amazon Bedrock, uncover hidden aspects of the game and predict key moments before they occur. For example, the “Defensive Vulnerability” feature in TNF utilizes a proprietary machine learning model to analyze defensive and offensive formations and highlight potential attacking opportunities.

4. Accessibility: Dialogue Boost feature enhances audio clarity by using AI to identify and amplify dialogue in movies or series where it may be difficult to hear over background noise. This helps make content more accessible to all viewers.

By incorporating generative AI into various aspects of content delivery and user experience, Amazon is taking Prime Video to new heights in terms of personalization, convenience, and engagement.