Amazon implements AI in Fire TV to improve searches

Nowadays, watching movies and series has become more accessible than ever. However, the immense catalog that streaming platforms have can be overwhelming for users and make it very difficult to find a series or movie to watch. That is why Amazon wants to make use of artificial intelligence to improve searches and solve this problem.

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This is not exactly news. The company, owned by Jeff Bezos, already announced this feature during the event held in the fall of 2023 and also confirmed that it would be available on Fire TVs. Now, this functionality has started to roll out to all users.

The idea behind it is quite simple: with the Fire TV remote, we can now use a more natural language to ask Alexa to suggest something to watch. This is possible thanks to a new language model created by Amazon, specifically designed to display movies and TV shows. This model is capable of locating any type of content based on genre, plot, actors, quotes, and much more, all thanks to its training with platforms like IMDb. The media The Verge has been able to test it firsthand and it certainly seems quite promising.

According to tests conducted by The Verge, Amazon adds useful context to the results, such as showing you which apps you already have installed can stream the program and if it’s free. During the 2023 presentation, Daniel Rausch, vice president of Alexa and Fire TV, demonstrated the search function and also described that it would offer an experience similar to “talking to a great friend who is also the best video store clerk in the world”.

This functionality has already started to be deployed among users, so we will be able to check for ourselves if Rausch’s promises have been fulfilled.

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