Jeff Bezos Pushes Prime Video Executives to Overhaul Streaming Service with AI Focus

Amazon founder Jeff Bezos has reportedly pushed executives at Prime Video to overhaul the streaming service and place artificial intelligence at the center of the user experience. According to a report in Reuters, quoting four people with direct knowledge of the matter, "Jeff Bezos has identified a new, high-profile platform to help showcase the hundreds of billions of dollars Amazon has bet on artificial intelligence: Prime Video. " Bezos is reported to have pushed Prime Video head Mike Hopkins to overhaul the streaming service so that AI is front and center. The project, known internally as "Lighthouse," aims to showcase Amazon’s heavy investments in artificial intelligence to more than 200 million Prime Video subscribers worldwide. As per the report, the streaming overhaul emerged after an autumn meeting between Bezos and Prime Video executives turned contentious, the sources said. Bezos is said to have expressed frustration that initial plans to update the platform failed to feature AI capabilities and personalized features prominently enough, prompting Prime Video head Mike Hopkins and his team to scrap their previous roadmap and launch Lighthouse.

Jeff Bezos is personally 'directing' Lighthouse project

Bezos, who stepped down as chief executive in 2021 to focus on other ventures including Blue Origin and the Washington Post, has maintained personal oversight of the Lighthouse project by receiving regular progress updates. Lighthouse is viewed as one critical piece in Amazon’s companywide efforts to elevate the company’s stature in artificial intelligence, as competitors like OpenAI and Anthropic speed ahead, the people said. The push comes as Amazon works to elevate its stature in generative AI amid fierce competition from rival firms like OpenAI and Anthropic. While the company has poured hundreds of billions of dollars into AI development, other internal initiatives—including a multiyear effort to revamp its Alexa voice assistant—have yielded mixed results and continued to face financial losses, according to people familiar with the matter.

What are proposed 'AI changes'

Under the guidance of Kam Keshmiri, global head of Prime Video design, project Lighthouse encompasses a series of new features designed to improve movie and show recommendations through consumer learning and voice recognition. Development teams are currently redesigning the service's primary home screen, testing early versions with select users. Proposed designs discussed by executives include AI-driven recommendations tailored to specific genres and themes, though sources noted the final user interface remains under review and could evolve based on tester feedback. Traditional search mechanisms and top-of-screen promotional banners for major releases and live events, such as "Thursday Night Football," are expected to remain in place. Amazon has committed roughly $200 billion to capital expenditures this year, largely tied to AI infrastructure, alongside tens of billions invested in partner AI firms. Using Prime Video as a display case for those capabilities allows the company to reach global audiences in markets where Amazon’s core e-commerce footprint remains limited. Industry analysts note that shifting toward AI-driven personalization on streaming home screens could alter traditional revenue streams. Media companies and studios frequently pay for premium placement on the home page to promote high-profile releases. "The real estate on the home screen is very valuable to studios, so it would be a big change to take away any of that coveted space," said Michael Goodman, director of entertainment research for Parks Associates. As part of the broader initiative, Amazon has also considered deeper integration between Prime Video’s search interface and its revamped Alexa assistant, following recent rollouts of generative AI tools across its retail platform.