Amazon Fire TV devices are getting an artificial intelligence (AI)-based feature upgrade that will make it easier for users to discover new shows and movies. The e-commerce giant is powering its search capabilities by integrating its own AI models. The company says users will be able to search for content based on genre, plot, and more. Amazon has started rolling out its AI search feature in English in the U.S., calling it a personalized content recommendation feature.
AI Search on Amazon Fire TV: How It Works
In a newsroom post, Amazon cited Nielsen’s 2023 State of Play report to highlight that “the average streaming customer spends more than 10 minutes researching options each time they access a streaming service.”
Most people have probably encountered situations where they feel like seeing something new, but have trouble finding something that catches their interest. Considering that most streaming platforms have large catalogs of movies and TV shows, the process may take some time. The tech giant is solving the problem by adding AI capabilities to its search functionality.
The update does not change the appearance of the search feature. However, owners of Fire TV devices with Fire OS 6 or later can now find relevant results for complex searches like “show me a psychological thriller with a surprise ending.” This is possible thanks to one of the large language models inside Amazon. The company did not specify which AI model was used to enable this feature.
Where to use Amazon Fire TV’s new AI search feature
This new feature allows users to search for movies and shows based on topic, genre, plot, characters, actors, and quotes. The feature displays results from Prime Video and the user’s other subscription libraries (e.g. Netflix, Disney+ Hotstar, etc.), so users only see content that’s already available for free. The AI search feature is powered by Alexa, so users can also find content recommendations verbally instead of typing them.
The feature will be rolling out to US users in English on select Fire TV devices running Fire OS 6 or later, and will roll out to all eligible devices in the coming weeks. Amazon has not shared a timeline for the global rollout of this feature or support for additional languages.
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