Amazon Fire TV Devices to Get AI-Powered Search Feature for Personalised Content Recommendations

Amazon Fire TV devices are getting a feature update powered by artificial intelligence (AI) that will make it easier for users to discover new shows and movies. The e-commerce giant is integrating its internal AI model to power its search function. The company says it will allow users to search for content based on genre, plot and more. Calling it a personalized content recommendation feature, Amazon has started rolling out its AI search feature in the US in English.

Amazon Fire TV's AI Search Feature: How It Works

In an editorial, Amazon cited Nielsen's 2023 State of Play report to highlight that “the average streaming customer spends more than 10 minutes searching for options every time they access their streaming services.” .

Most people have probably faced the situation when they are in the mood to watch something new but struggle to find something that captures their attention. The process may even take a while, considering that most streaming platforms have a large catalog of movies and TV shows. The tech giant is solving the problem by adding AI capabilities to its search function.

The update does not change the appearance of the search function. However, owners of a Fire TV device running Fire OS 6 or later will now be able to find relevant results for complex search queries such as “Show me psychological thrillers with surprising endings.” This is made possible by one of Amazon's great internal language models. The company did not specify which AI model was used to enable the feature.

Where to use Amazon Fire TV's new AI search feature

With this new capability, users will be able to search for movies and shows based on themes, genres, plots, characters, actors, and even quotes. The feature will show results from Prime Video, as well as the user's other subscription libraries (like Netflix, Disney+ Hotstar, etc.), so they only see content that's already available for free. The AI ​​search feature is compatible with Alexa, so users can also verbally search for content recommendations instead of typing them.

The feature is rolling out to US users in English on select Fire TV devices running Fire OS 6 and later, and will roll out to all eligible devices in the coming weeks. Amazon did not share a timetable for a global rollout of this feature or support for additional languages.