Jeff Bezos is getting involved with centering Amazon’s AI in Prime Video.

Like Sergey Brin going hands-on with Google’s AI push (and in addition to a rumored bid for Liverpool), Reuters reports Bezos has made an unusual move to become personally involved in the “Lighthouse” project updating Prime Video’s homepage, recommendations, and voice control. Sources said Bezos felt an initial plan “failed to sufficiently highlight the service’s capabilities in AI and personalization.” Not sure why he may have felt that way, but here’s the apparently AI-generated image Prime Video is using to promote Death Race 2000. [Image: https://platform.theverge.com/wp-content/uploads/sites/2/2026/07/7b8a2d5ff1afb4bd8b548e372d2c39a8db8ab40c394e844efb590350691040d5._SX1920_FMavif_PQ65_.png?quality=90&strip=all]

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