Amazon’s Prime Video pushes ‘AI Topics’ instead of the old algorithms

Amazon is testing a new Prime Video feature that recommends groups of content using AI rather than traditional algorithms. If you’re part of the test, you’ll see new “AI Topics” tailored to your interests, like “mind-bending sci-fi,” “fantasy quests,” or “thrilling character journeys.”

Each category will have shows, movies, and linear channels that match these AI-generated labels. You can also continue refining recommendations further by selecting topics related to the category you’re looking at, which Amazon says allows you to “discover more content without hitting a dead end.”

Streaming services like Netflix have long used machine learning algorithms to spit out recommendations based on viewing history. But with this announcement, it seems like Prime Video is putting an extra AI spin on things — which isn’t very surprising given the hype surrounding the tech and Amazon’s own efforts to portray itself as an AI leader. For now, Amazon says AI Topics are rolling out to “select” living room devices in the US, such as the Fire TV.