Amazon Fire TV AI

Amazon Fire TV Debuts Generative AI Search

Amazon Fire TVs are adding a new AI-powered Alexa voice search feature to help viewers find and select TV shows and movies. The new tool employs large language models (LLMs) like those behind ChatGPT to answer open-ended questions about entertainment and provide specific recommendations tailored to individual preferences.

Generative AI Fire

The Amazon-developed LLM behind the new search is designed to allow users to interact with Alexa in a more conversational manner. That means the voice assistant can answer more complex and nuanced queries, and understand more casual language than has been the standard. Users can ask for content based on various criteria such as topic, genre, plot, character, actor, and even specific quotes. Amazon cited Nielsen’s 2023 State of Play report that the average streaming customer spends over 10 minutes searching for what to watch each time they open a streaming service as a reason the new search power is necessary.

By integrating AI with Fire TV’s extensive library, users receive personalized recommendations that streamline the decision-making process. The AI-powered search feature will provide contextual recommendations that are personalized for each user. Alexa can suggest titles available through the user’s existing streaming subscriptions so that only content already available is seen.  The new search feature will become available in the U.S. in the next few weeks, with the feature coming to other places afterward.

“Whether your next TV show is on the tip of your tongue, or if you have no idea where to start, Fire TV’s new search can help you find what you want to watch,” Amazon explained in a blog post. “Ten years ago, Fire TV introduced a new way to search for entertainment content using just your voice, and today, we’re reinventing that experience again with the power of AI.”

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