Amazon is planning a major redesign of its Prime Video streaming platform, with artificial intelligence (AI) playing a bigger role in helping users find movies and TV shows more easily.

According to a Reuters report yesterday, Amazon founder and Executive Chairman Jeff Bezos is personally involved in the project, showing the company’s growing focus on using AI to improve its streaming service.

The redesigned Prime Video platform, internally called ‘Lighthouse’, will use AI to give users more personalised recommendations based on their interests and viewing habits.

Instead of showing only general suggestions, the platform will recommend content based on specific genres, themes and user preferences.

Amazon is also working to make content search faster and easier with AI, helping viewers quickly find what they want to watch. The company is currently testing the new design, and it may make further changes before launching it officially, the Reuters report added.

 The AI-powered redesign is part of Amazon’s larger strategy to expand the use of artificial intelligence across its businesses.

The company is investing billions of dollars in AI infrastructure and technology to strengthen its products and services.

The move is also expected to help Prime Video compete more effectively with other streaming platforms by offering a more personalised and user-friendly viewing experience.