Amazon Prime Video promotes “AI Topics” instead of aged algorithms.

Amazon is testing the new Prime Video feature which recommends content groups using artificial intelligence instead of conventional algorithms. If you take the test, you’ll see up-to-date “AI Topics” tailored to your interests, such as “breathtaking science fiction,” “fantasy quests,” or “thrilling character journeys.”

Each category will contain shows, movies and linear channels corresponding to AI-generated labels. You can also further refine recommendations by selecting topics related to the category you’re browsing, which Amazon says allows you to “discover more content without reaching a dead end.”

Streaming services like Netflix have long used machine learning algorithms to spit out recommendations based on your viewing history. However, with this announcement, Prime Video seems to be adding an extra edge to AI – which isn’t too surprising given the hype around the technology and Amazon’s efforts to position itself as an AI leader. For now, Amazon says AI themes are being rolled out to “select” US living room devices like Fire TV.