Prime Video Launches New AI-Powered Features to Elevate User Experience
Prime Video has announced a significant upgrade to its user experience with the introduction of generative AI-powered personalized recommendations. Rolling out globally from July 23, these enhancements will be available to all customers in the coming weeks, aimed at making content discovery and subscription management more intuitive.
The streaming giant emphasized that the updates will enable customers to effortlessly find new titles, sign up for or switch add-on subscriptions, and manage their accounts with a single login. "We’re always listening to customers and reviewing feedback, and it's clear that many are in search of a more intuitive streaming experience”, said Kam Keshmiri, vice president of design at Prime Video. “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favourites, as well as sign up or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login".
Prime Video's extensive library includes Amazon MGM Studios-produced series and movies, licensed fan favorites, live sports, documentaries, and the latest blockbusters. The platform also boasts over 650 free ad-supported channels worldwide.
A standout addition is the new 'Prime' destination on the navigation bar, providing access to a variety of content, including movies, TV shows, sports, and linear broadcasts, all at no extra cost with a Prime membership. Below this, the hero rotator showcases subscription, rental, or purchase options, along with promotions like Prime member deals and subscription bundles.
Users can now manage their active add-on subscriptions directly from the navigation bar and view personalized recommendations based on preferences, rentals, and viewing history. The subscription destination also highlights deals and discounted bundles from third-party services.
Prime Video has also improved clarity around content included with a Prime membership. Personalised recommendations, generated using AI, simplify the process of finding content tailored to individual tastes. Prime and add-on subscription logos will appear on the hero and title cards of movies or TV shows, while a yellow shopping bag icon will indicate titles requiring additional payment. Additionally, Large Language Models (LLMs) will provide simplified synopses for TV shows and movies.
Enhanced streaming features include new animations, smooth page transitions, and zoom effects. The hero rotator on living room devices offers an immersive browsing experience, and recommended 24/7 stations will automatically start playing on 'Live TV' destinations.
With these updates, Prime Video aims to solidify its position as a premier streaming service by providing a more seamless, personalized, and user-friendly experience.
