Amazon Fire TV devices are receiving an AI-powered feature upgrade to improve content discovery. The e-commerce giant is integrating its in-house AI model into the search feature, allowing users to search by genre, plot, and more. This personalized content recommendation feature is rolling out in the US in English.
Amazon cited Nielsen’s 2023 State of Play report, stating that the average streaming customer spends over 10 minutes searching for options each time they access their streaming services. The tech giant is solving this problem by adding AI capabilities to its search feature.
The update doesn’t change the appearance of the search feature, but owners of Fire TV devices with Fire OS 6 or later can find relevant results for complex search queries like “Show me psychological thrillers with surprise endings.” This is possible due to one of Amazon’s in-house large language models.
Users can search for movies and shows based on topics, genres, plots, characters, actors, and even quotes on Amazon Fire TV. The feature will show results from Prime Video and other subscription libraries, so users only see content available to them for free. The AI search feature is Alexa-supported, so users can verbally look for content recommendations.
The feature is rolling out to users in the US in English on select Amazon Fire TV devices running Fire OS 6 and later and will roll out to all eligible devices in the coming weeks. Amazon did not share timelines for a global release or support for additional languages.
