Multiple reports say Amazon executive chairman Jeff Bezos is personally driving an overhaul of Prime Video that emphasizes Amazon’s artificial intelligence. The redesign, described as being developed under an internal name (“Lighthouse” in one report), is intended to make Prime Video a more prominent showcase for the company’s AI capabilities. Coverage agrees that the effort targets improvements to how content is recommended and discovered on the platform, including more AI-driven film and TV recommendations. It also points to changes such as enhanced voice search and a redesigned home page to better surface content to users. One outlet reports that Bezos’s involvement includes pushing for the streaming interface to highlight Amazon’s broader AI bets, rather than treating the changes as purely cosmetic. Separately, at least one source links the Prime Video push to other Amazon AI initiatives, including a multiyear overhaul of the Alexa voice assistant aimed at delivering more conversational responses. Another report suggests that studios could face costs or commercial implications related to the redesign, though details are not uniform across sources. Overall, the reporting portrays an AI-first streaming user experience being developed alongside other AI upgrades at Amazon.