Jeff Bezos is urging Amazon to revamp Prime Video to more prominently feature the company’s artificial intelligence efforts, according to multiple reports citing sources with knowledge of the matter. The initiative, described as an internal project called “Lighthouse,” targets changes to the streaming service’s user experience, including redesigning the Prime Video home page with AI-driven recommendations. Several outlets say Bezos has personally pushed for the effort and has urged Prime Video leadership to make AI a central part of how the service is presented to viewers. Reports also connect the work to broader Amazon AI initiatives, including a multi-year overhaul of the Alexa voice assistant aimed at producing more conversational responses, with some discussion of possible deeper integration between Prime Video features and voice search. One outlet notes that the redesign is being tested and could affect how studios and other content partners are featured, potentially shifting paid placements toward rankings influenced by algorithms. While the goal is to improve recommendations and search, the reports raise questions about whether the changes will address viewer frustrations. Amazon’s stated focus is to showcase AI capabilities to the large Prime Video audience, including subscribers worldwide.