Amazon Prime Video Taps AI to Boost Engagement and Ad Revenue

Amazon's Prime Video division is set to implement more artificial intelligence (AI) features to drive user engagement, according to founder Jeff Bezos.

This move could lead to increased advertising revenue for the streaming service, which already generates high-margin revenue from ad sales.

The company plans to use AI to create personalized recommendations on the Amazon Prime home screen, changing them entirely based on users' watch history. This could also result in AI-generated tiles that allow users to discover new content.

Bezos believes this will drive further engagement on Prime Video and increase its value to Amazon, giving the company greater pricing power over its subscription services.