Amazon announced on Tuesday, July 23, that it has redesigned its streaming platform, Prime Video, to make it faster and easier for users to find what they want to watch. To make this possible, the tech giant is rolling out a slew of new features and improvements to its OTT platform, some of which are powered by generative AI.
“Our improved user experience gives our customers an easy-to-navigate entertainment destination where they can discover new titles, enjoy their favorites, and sign up or switch to additional subscriptions with just a few clicks. Best of all, they can do all of this with a single login,” said Kam Keshmiri, vice president of design, Amazon Prime Video.
The new design change is being rolled out globally and will be available to all users in the coming weeks, and the company says the improved user experience will be available on all devices, including older models.
What are the generative AI changes coming to Prime Video?
Amazon Prime Video uses generative AI to show users more personalized recommendations for movies and TV shows to watch. These content recommendations are tailored to a user's individual preferences.
Additionally, the short descriptions and summaries that appear beneath the titles of movies and TV shows are simplified using large-scale language models (LLMs).The company said it is leveraging Amazon Bedrock, developed by Amazon Web Services (AWS), to provide the underlying models for its generative AI app.
How will Prime Video look different?
As part of the new setup, Prime Video will be upgrading the design of its content navigation bar, which will add a bright blue Prime button as well as options for users to manage additional subscriptions to other streaming services such as Paramount+ and Lionsgate Play.
“In India, you can select 'Subscriptions' to explore over 20 additional subscriptions,” Amazon said. By tapping the 'Subscriptions' option, users can also view their viewing history, previously rented titles, and subscription plans from various third-party streaming providers.
Clicking the Prime button allows users to browse movies and TV shows available at no extra cost. Along with other content, a hero rotator takes up most of the screen, showing great Prime member promotions. Users can also directly press “Watch Now” to start playing any title.
Prime Video groups titles under banners such as “Top 10 in India,” and when you see a yellow shopping bag next to a movie or TV show title, it means you'll have to pay extra to watch it.
The streaming platform said it has made page transitions smoother, improved zoom effects and introduced new animations. If you're watching Prime Video on your living room TV, the video content in the Hero Rotator will start playing once you've decided what to watch.
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First uploaded: 23 July 2024 19:44 IST
