Amazon is enhancing its Fire TV devices with an AI-powered feature to simplify discovering new shows and movies. This upgrade integrates Amazon’s in-house AI model into the search function, allowing users to find content based on genre, plot, and more. This personalized content recommendation feature is now rolling out in the US in English.
How Amazon Fire TV’s AI Search Feature Works
In a recent newsroom post, Amazon referenced Nielsen’s 2023 State of Play report, noting that “the average streaming customer spends more than 10 minutes searching for options each time they access their streaming services.” Many users face the challenge of finding something engaging to watch amidst the vast array of options available on streaming platforms, often resulting in prolonged search times. Amazon’s solution is to incorporate AI capabilities into its Search feature, streamlining the process.
While the search feature’s appearance remains unchanged, Fire TV devices with Fire OS 6 or later will now provide relevant results for complex queries like “Show me psychological thrillers with surprise endings.” This improvement is made possible by one of Amazon’s proprietary large language models, though the specific model used was not disclosed.
Where to Use Amazon Fire TV’s New AI Search Feature
With this new AI-powered capability, users can search for movies and shows based on topics, genres, plots, characters, actors, and even quotes. The search results will include content from Prime Video and other subscription services like Netflix and Disney+ Hotstar, displaying only the content available to the user at no extra cost. Additionally, the AI search feature supports Alexa, allowing users to request content recommendations verbally.
The feature is currently rolling out to select Fire TV devices in the US, with wider availability expected in the coming weeks. While Amazon has not provided a timeline for a global release or support for additional languages, this update marks a significant step towards more personalized and efficient content discovery on Fire TV devices.
