What you need to know – TradingView News

Amazon.com Inc AMZN intends to use artificial intelligence (AI) to beat its rivals in today’s streaming environment.

What happened: The Seattle-based e-commerce giant has confirmed that an Alexa-powered AI feature will be rolled out to its Fire TV search engine.

Amazon Fire Stick competes with Roku Inc‘S YEAR various streaming devices. They are also rivals Apple Inc‘S AAPL Apple TV i Alfabet sp‘S GOOGLE GOOG GoogleChromecast.

In a post on its website Thursday, Amazon mentioned the importance of allowing users to spend more time viewing than searching.

“This new Fire TV search engine is powered by Amazon’s Big Language Model (LLM), which allows customers to ask Alexa for personalized TV and movie recommendations using natural language,” the post reads. “These recommendations are contextual, personalized to you, and will include options from your Prime Video or other streaming subscription libraries, so you know which ones are free for you.”

Amazon provided examples of suggestions that Alexa can respond to:

“Find sci-fi TV shows about time travel.”
“Find Korean Horror Movies.”
“Find a mystery movie set on a private island.”
“What movie has the line: “Life is like a box of chocolates?”

Features have started rolling out to US customers on select Fire TV devices; wider availability will follow in the coming weeks.

Amazon already mentioned these features during its September event.

Why is it important: Streaming companies and others are racing to add additional features to their AI-powered platforms.

While the add-ons are making markets optimistic, the features themselves have not met with unanimous acclaim.

For example, Google’s AI review feature in Google Search has faced fierce opposition; some users reported very inaccurate answers to their queries.

AMZN price action: Amazon was trading at $180.12, down 1.04% at press time.

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Image: Amazon