Amazon Launches AI-Powered Search Experience on Fire TV

Amazon has started rolling out a new AI-powered search experience on Fire TV devices in the US. Users can now ask Amazon’s Alexa assistant for personalized TV show and movie recommendations using natural language.

Alexa on Fire TV already allowed users to search for content with their voice. However, the new Fire TV search experience can understand more complex questions and provide answers based on Fire TV’s entertainment content and app library and what users watched previously.

“You can ask Alexa to search for streaming content recommendations in the same way you might ask a friend with encyclopedic knowledge about TV shows and movies, using complex or nuanced language to ask for options based on topic, genre, plot, character, actor, and even by quotes,” Amazon said today.

The ability to search by plot or quote looks quite impressive. As an example, Fire TV users will be able to ask “Show me movies where people get sucked into a video game” or “Find me the show where someone says, ‘Winter is coming.’” This is all thanks to a new large language model built by Amazon.

This new AI-powered search experience is now rolling out on Fire TV devices in the US running Fire TV OS 6 and newer. English is currently the only supported language, and the company didn’t say is support for more languages is coming.