Amazon Brings Artificial Intelligence to Fire TV Devices: Details

Amazon is set to improve the viewing experience for Fire TV users by introducing an AI-powered search feature. This innovative addition will enable Alexa to answer open-ended questions about TV shows and movies, providing more detailed recommendations tailored to users’ preferences.

The feature was announced at Amazon’s annual device event last September. Powered by a proprietary Large Language Model (LLM), this AI can understand natural language and expressions, providing answers to specific queries. For example, users might ask, “In what movie does the phrase ‘Life is like a box of chocolates’ appear?” and get the correct answer: “Forrest Gump.” Additionally, it can display options based on actors, characters, genres, and themes.

One of the most noteworthy aspects of this new feature is the ability to suggest titles from streaming services that users are already subscribed to. If a user requests psychological thrillers with surprise endings, Alexa will only display content available as part of the user’s subscription. This makes recommendations relevant and accessible.


The new search feature will be available in a few weeks for US customers with Fire TV devices running Fire OS 6 or later. This rollout is Amazon’s latest effort to incorporate AI-powered generative features into Fire TV, further improving the user experience.

This new search feature follows on from previous Amazon AI integrations on Fire TV. The company previously introduced an AI-powered image generator for creating TV backgrounds, as well as three Alexa environments for playing games and creating songs.