Amazon is revamping Prime Video into a key platform to showcase its artificial intelligence capabilities.

According to a recent Bloomberg report, Amazon founder and chairman Jeff Bezos (제프 베조스) asked Prime Video chief Mike Hopkins (마이크 홉킨스) to overhaul the service to put AI and personalization features front and centre.

The project’s internal name is "Lighthouse". Amazon sees the overhaul as part of a strategy to strengthen its AI competitiveness after falling behind OpenAI and Anthropic, Bloomberg reported.

The overhaul was triggered by an internal briefing delivered to Bezos last autumn. At the time, a service revamp plan presented by Prime Video executives was criticised for not sufficiently highlighting AI and personalization capabilities. Prime Video then scrapped the earlier plan and shifted to the Lighthouse project.

Lighthouse includes features that change recommendation and discovery methods. It strengthens movie and TV programme recommendations by learning users’ preferences and also provides a function that responds to voice requests. The main home screen is also expected to change.

Amazon also discussed integrating the Alexa voice assistant into Prime Video’s search function. Prime Video design chief Kam Keshmiri (캄 케슈미리) is currently leading the Lighthouse overhaul. Prime Video is the No. 4 streaming service, with a 4.2 percent share of TV viewing in the United States.