Amazon Fire TV devices will get an AI-powered search feature for personalized content recommendations

Amazon Fire TV devices are receiving artificial intelligence (AI) updates to make it easier for users to discover new shows and movies. The e-commerce giant is integrating its AI models to improve its search capabilities. According to the company, users can search for content by genre, plot, and more. Amazon has started rolling out an AI search feature in English in the US that it calls “Personalized Content Recommendations.”

AI Search on Amazon Fire TV: How it works

In a Newsroom post, Amazon cited Nielsen’s 2023 State of Play report, which found that “on average, streaming customers spend more than 10 minutes browsing through options every time they access the streaming service.” “

Most of us have probably been in a situation where we wanted to watch something new, but just couldn’t find anything that interested us. Since most streaming platforms have huge catalogs of movies and TV shows, sometimes it can take some time. The tech giant is trying to solve this problem by adding artificial intelligence capabilities to its search capabilities.

This update does not change the appearance of the search function. However, owners of Fire TV devices running Fire OS 6 or later may find relevant results for complex search terms such as “Show me a psychological thriller with a surprise ending.” This is possible thanks to one of Amazon’s great internal language models. The company did not reveal which AI model was used to enable this feature.

Where can you use the new AI search feature on Amazon Fire TV?

This new feature allows users to search for movies and shows based on theme, genre, plot, characters, actors, and even quotes. This feature displays results for Prime Video and the user’s other subscription libraries (Netflix, Disney+ Hotstar, etc.), so users only see content that is already available for free. The AI ​​search feature is powered by Alexa, so users can search verbally instead of typing content recommendations.

This feature is available to US users in English on select Fire TV devices running Fire OS 6 or later and is expected to roll out to all eligible devices in the coming weeks. Amazon has not announced a timeline for global rollout of the feature or support for additional languages.

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