# Amazon Prime Video Prepares AI-Driven Overhaul Jeff Bezos pushes for a redesign emphasizing AI-powered recommendations. - **Source:** [Android Authority](https://brifing.si/source/01374d39-7ab2-4795-8e0a-444a0e7b4327) - **Published:** 2026-07-23 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/4ae2013f-87af-460c-91eb-ce05cdca1ddc ## AI-Focused Innovation Amazon Prime Video is testing Lighthouse, an AI-driven transformation project. It aims to deliver personalized content recommendations by analyzing user preferences. Jeff Bezos is personally involved, seeking to showcase Amazon's AI capabilities through the platform. ## UI Refresh in Progress Prime Video's interface is set for changes, with AI recommendations taking center stage. A new design is under discussion, potentially integrating Alexa into search functions. The final UI direction remains undecided, but internal tests are already underway. ## Bezos's Vision After deeming Prime Video's AI and personalization features underhighlighted, Bezos took charge of Lighthouse. The project now represents Amazon's commitment to proving its AI investments' value, aligning with his broader tech ambitions. ## User Experience Impact AI recommendations could increase user engagement, though current systems already leverage AI. The real test is whether refined suggestions boost watch time. Subtle improvements may go unnoticed, but superior personalization could strengthen subscriber loyalty. ## Testing Phase Amazon is trialing the redesign with select users, but a full rollout timeline is unclear. The company declined to comment on Reuters' inquiries. Lighthouse's success hinges on measurable upticks in content interaction and retention metrics. ## Streaming Wars Future AI is becoming a key battleground for streaming platforms. Prime Video's move aims to outpace Netflix and Disney+ by enhancing personalization. If successful, it could redefine competitive dynamics through hyper-targeted content discovery. ## Sources covering this story - https://www.androidauthority.com/amazon-prime-video-ai-3690746/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._