Amazon Prime Video Bets on AI to Revolutionize Its Content

Amazon is set to integrate artificial intelligence (AI) at the heart of its film and series production on Prime Video. The online retail giant recently announced the creation of a fund specifically dedicated to financing AI-generated content, with projects already in the pipeline for the platform.

AI is gradually making its way into all sectors of Amazon, from logistics to cloud services, e-commerce, and Alexa. Now, the entertainment sector is in its sights. To achieve this, Amazon has brought together two of its major divisions: Amazon MGM Studios, its arm in film and series, and Amazon Web Services (AWS), its cloud giant. Together, they aim to make generative AI a central tool in content creation. Albert Cheng, head of AI Studios at Amazon MGM Studios, emphasizes that "AI unlocks many things that have always been too costly for us."

The group has launched the GenAI Creators’ Fund, a program that offers filmmakers, creators, and startups funding as well as access to its AI tools to produce "cinematic" content. Amazon's stated goal is to democratize access to high-level production tools.

Beneficiaries of this fund will be able to experiment with Project Nara, developed by AWS. This project combines professional tools already in use, such as Maya, Blender, or the Adobe suite, with third-party and proprietary generative AI models. The entire setup is designed for an environment suited to creative teams, from concept to screen. Albert Cheng promises "faster and cheaper productions," citing the example of the first three partners who had five weeks to finalize their animated series pilots, soon to be available on Prime Video.

A Trend in the Industry

The entertainment industry as a whole seems to be moving towards the integration of AI. Netflix recently launched INKubator, an animation studio entirely powered by generative AI. Meanwhile, YouTube has unveiled a suite of tools allowing creators to remix short videos. Albert Cheng insists that "AI tools are here to enhance human creativity." The projects supported by Amazon's fund also involve human actors and voice actors. However, the company admits that "curious" creators regarding AI remain few, indicating some resistance in the sector.

Jeffrey Katzenberg, founder of DreamWorks, believes that AI could reduce the costs of an animated film by 90%. This perspective suggests a rapid multiplication of content, with significantly fewer human resources. The transformation of the industry is underway, whether we like it or not.