Amazon is rolling out AI voice search to Fire TV devices

Amazon is rolling out an AI-powered search feature to Fire TV that would enable Alexa to answer open-ended questions about TV shows and movies, and deliver more specific recommendations tailored to users’ preferences. 

Announced at Amazon’s annual devices event last September, the feature is powered by a proprietary large language model (LLM). The AI understands natural language and phrases, and can answer specific queries like, “What movie has the line ‘Life is like a box of chocolates?’” (“Forrest Gump,” by the way). It can also pull up options based on the actors, characters, genres and topics. 

Alexa will also be able to suggest titles included in streaming services you’re already subscribed to. So, if you ask Alexa to find psychological thrillers with surprise endings, it will only show content available to you. 

The new feature will be available in a few weeks to customers in the U.S. with Fire TV devices running Fire OS 6 or later.

The new search feature is the latest of Amazon’s efforts to add generative AI-powered features to Fire TV. The company previously launched an AI-powered image generator to produce TV backgrounds as well as three Alexa experiences that let you play games and create songs.