THE AMAZON PRIME VIDEO APP GETS A DOSE OF AI

We all have put in the hours. Now it's time to let tech take over and do the heavy lifting!

- Nishant Padhia

If you find yourself hunting for The Boys harder than Homelander, Amazon is about to convert your frown into a smile, much like its logo. . The Prime Video app is getting a major makeover for the AI-age and we travelled to the AmazonMGM Studios in Culver City, California to get a sneak peek into the new UI. Set to roll out in a phased manner to all its global users starting today, the refreshed Prime Video app has been designed and optimised for all sorts of mobile and living room devices, so the experience of the new features should largely be consistent regardless of your consumption device. Seamless navigation and easier searchability were the tentpoles of this design overhaul.

Look and feel

The big changes are both, under the hood and also in your face. There is an obvious focus on beautification of the artwork, starting with the hero rotator that offers single-click access to the content. On a living room device, video content will start playing automatically in this rotator, giving you a quick glance into the material. Using LLMs, the synopses of the content will not be truncated like earlier but rather formatted to fit the preview screen.

The top of the screen will always be anchored by the new Navigation bar that has been redesigned to include tabs for Movies, TV Shows, Live TV and a dedicated tab for Prime that will house all of the content included with your Prime membership. Third-party content partners will also get their logos in this navigation bar if they’ve been subscribed to, making it easy to find your preferred channels.

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