AMAZON IS REDESIGNING PRIME VIDEO WITH MORE AI, BUT WILL IT FIX WHAT FRUSTRATES VIEWERS?
Amazon is overhauling Prime Video's home screen through an internal project called Lighthouse, personally driven by Jeff Bezos, replacing the static tile grid with AI-generated, personalized recommendations. The redesign follows a tense meeting last fall where Bezos pushed executives to lean harder into AI. It remains unclear whether AI-driven rankings will genuinely reduce paid placement bias or simply shift it into the algorithm, leaving real benefits to viewers uncertain until testing expands beyond the current small user group.