According to four sources, Amazon (AMZN.US) founder and CEO Jeff Bezos has urged Prime Video head Mike Hopkins to undertake a comprehensive overhaul of the Prime Video streaming service, placing artificial intelligence at its core. Internally referred to as “Lighthouse,” this project will demonstrate Amazon’s AI capabilities to more than 200 million Prime Video users. Sources stated that the “Lighthouse” project is considered one of Amazon’s key initiatives to strengthen its position in the art

According to four sources, Amazon (AMZN.US) founder and CEO Jeff Bezos has urged Prime Video head Mike Hopkins to carry out a comprehensive overhaul of the streaming service Prime Video, placing artificial intelligence at its core. Internally named “Lighthouse”, this project will showcase Amazon’s artificial intelligence capabilities to more than 200 million Prime Video users. Sources said the “Lighthouse” project is regarded as one of Amazon’s key initiatives to enhance its position in the artificial intelligence sector. In addition, other artificial intelligence projects, such as years-long upgrades to the Alexa voice assistant aimed at delivering more natural conversational responses, have had mixed results and remain unprofitable so far.