As Prime Video is looking to strengthen its partnership with other streaming services, Amazon-owned streamers are leveraging AI to optimize the overall streaming experience and create new advertising opportunities.
Prime Video's Product and Data Director and Advertising Head announced many ways to integrate AI into your business, from increasing streaming bandwidth to creating specialized ads based on content.
“We all know that generative AI is fundamentally changing everything – all industries – [and] Entertainment is no exception. At Amazon, we are extremely excited to be at the forefront of this revolution,” said Tricia Lee, director of product and data, in a presentation.
Most notably, Prime Video uses the generated AI to “maximise the available bandwidth in Live Two Sun Night Football Streams” to create clearer images with reduced buffering. That same technology has been used to improve the resolution of classic content, with Lee taking the remastered “Stargate SG-1” episode as an example.
“We're investing in AI to protect image quality, even if we lose details at a lower rate than mobile networks,” Lee said. “There is also the opportunity to convert standard defined content into AI-based remasters. It is high resolution that not only creates a high-quality viewing experience, but also retains creative intent and increases the value of the SD catalog.”
Lee also pointed out the introduction of AI topics. This pointed out that “utilizing AI to create and recommend content topics tailored to the personal interests and viewing history of customers,” bringing topics ranging from “photographed in Seattle” to “mind curve feedback” to “fantasy quest.” Prime Video plans to “completely integrate language preferences and present more information to customers and explain why they recommended something.” Lee also launched a pilot in February for a pro-AI dubbing streamer for unlicensed movies and series, and will use AI models to evaluate the titles of triggers that could affect viewers with photo-sensitive epilepsy.
In addition to optimizing the bandwidth of Thursday night football games, Prime Video will utilize what is called the “AI-driven broadcast extension” for sports. The streamers also use AI to create curated summary of the most important plays that viewers may have missed simply by tuning them into the game.
On the advertiser, Prime Video VP and Advertising Director Jeremy Helfand explained how Streamer accepts Contextual AI AD. For example, Helfand said in addition to the new season of “The Summer I Tunched,” AI can generate ads for holiday promotions that read “Start Your Summer Story.”
“We are excited to bring this incredible technology to the show and use these capabilities to grow our business,” Helfund said. “If you look at Amazon's history, you grew by helping your partner grow. It's ingrained in DNA. Every time you photographed the abilities you built for yourself, you made them work to improve everything for your partner.
Hellfund's sentiment regarding Prime Video's growth was highlighted, particularly during the Antenna research, published by Antenna co-founder and CEO Jonathan Carson.
Carson has used Max's departure over the past few years and eventually returned to Prime Video, revealing that he lost an estimated 5.1 million subscribers when HBO Max ended its distribution partnership with Prime Video in 2021.
