Prime Video Wants AI For Administrative Tasks: "Not a Threat to Creativity"

Prime Video's international vice president Kelly Day has stated how the streaming platform intends to use artificial intelligence in its content and established some limits for the application of the technology.

During her speech at the RTS London convention, the executive defended the potential of AI to reduce costs and expand the production of stories, stating that the resource can lead to "more stories being produced, more diverse voices being heard, and more creative risks being taken." However, "this is not a threat to creativity, it is creativity unleashed," Day clarified.

Despite the enthusiasm, the executive stated that Amazon does not intend to let AI replace creative work. "We're not looking for an [AI] model to write the next Fleabag", she said.

According to Day, the technology can allow creators to spend less time on administrative tasks and focus on creative decisions. She also stated that the next generation of viewers "is telling us they want more, not less", and that AI can help Prime Video meet this volume demand more quickly.

It's worth remembering that Amazon already has a division dedicated to AI within its studios, led by Albert Cheng, which is gradually expanding.