Amazon Launches AI Voice Search for Enhanced Fire TV Device Experience

Amazon is introducing an innovative AI-powered search feature on Fire TV, allowing Alexa to respond to open-ended inquiries about TV shows and movies, while offering personalized recommendations that cater to individual user preferences.

This feature was unveiled at Amazon's annual devices event last September and operates on a proprietary large language model (LLM). The AI is adept at understanding natural language, enabling it to answer specific questions like, “Which movie features the line ‘Life is like a box of chocolates?’” (The answer, by the way, is “Forrest Gump.”). Moreover, it can provide options based on various criteria such as actors, characters, genres, and themes.

Alexa will now be able to recommend titles from streaming services you're already subscribed to. For instance, if you ask Alexa to find psychological thrillers with unexpected endings, it will only display content available to you.

This new feature will be rolled out to U.S. customers who have Fire TV devices running Fire OS 6 or later in the coming weeks.

The launch of this search enhancement marks yet another step in Amazon's commitment to integrating generative AI features into Fire TV. Previously, the company introduced an AI-powered image generator for creating dynamic TV backgrounds, as well as three unique Alexa experiences aimed at playing games and generating songs.

With these advancements, Amazon is redefining the viewer’s experience across its Fire TV platform.