Amazon Fire TV devices are receiving updates that leverage artificial intelligence (AI) to make it easier for users to discover new shows and movies. The e-commerce giant is integrating its AI models to improve its search capabilities. According to the company, users can search for content by genre, plot, and more. Amazon has started rolling out an AI search feature in English in the US that it calls “Personalized Content Recommendations.”
AI search on Amazon Fire TV: How it works
In a Newsroom post, Amazon cited Nielsen’s 2023 State of Play report, which found that “streaming customers spend, on average, more than 10 minutes browsing options each time they access a streaming service.” “
Most of us have probably been in a situation where we feel like watching something new, but we just can’t seem to find anything that appeals to us. Since most streaming platforms have huge catalogs of movies and TV shows, it can sometimes take a while. The tech giant is trying to solve this problem by adding artificial intelligence capabilities to its search capabilities.
This update does not change the appearance of the search function. However, owners of Fire TV devices running Fire OS 6 or later can find relevant results for complex search terms like “Show me psychological thriller with a surprise ending.” This is made possible by one of Amazon’s great internal language models. The company did not disclose which AI model was used to enable the feature.
Where can you use the new AI search function on Amazon Fire TV?
This new feature allows users to search for movies and shows based on theme, genre, plot, characters, actors and even quotes. This feature displays results for Prime Video and other user subscription libraries (Netflix, Disney+ Hotstar, etc.) so users only see content that is already available for free. The AI search feature is powered by Alexa, allowing users to search verbally instead of typing content recommendations.
The feature is available to US users in English on select Fire TV devices running Fire OS 6 or later and is expected to roll out to all eligible devices in the coming weeks. Amazon has not announced a timeline for a global rollout of the feature or support for additional languages.
Bhupendra Singh Chundawat is a seasoned technology journalist with over 22 years of experience in the media industry. He specializes in covering the global technology landscape, with a deep focus on manufacturing trends and the geopolitical impact on tech companies. Currently serving as the Editor at Udaipur Kiran, his insights are shaped by decades of hands-on reporting and editorial leadership in the fast-evolving world of technology.
