Amazon introduces upgrades to Fire TV, with generative AI enhancements

Amazon has introduced a range of upgrades to Fire TV including AI enhancements on the platform. 

The new features included an enhanced conversational voice search by leveraging generative AI, upgrades to the Fire TV Ambient Experience, the all-new Fire TV Stick 4K Max, now with the Fire TV Ambient Experience, and Fire TV Stick 4K.

“With a world of content at your fingertips, sometimes the hardest thing to do is decide what to watch. Fire TV has always been great at search, but generative AI takes it to a whole new level,” said Tapas Roy, vice president of Fire TV. “We’ve leveraged our new large language model to create a much more natural and conversational way to find content using natural dialogue. Simply ask Alexa nuanced or even open-ended questions about anything from genres and actors, to storylines and scenes, and enter a conversation that will find you something new based on what you like—even if you don’t know what you’re looking for.”

According to Amazon, the new Fire TV Stick 4K Max is the first streaming media player to come with the Fire TV Ambient Experience, and features an upgraded 2.0 GHz quad-core processor. The Fire TV Stick 4K Max includes support for Wi-Fi 6E, in efforts to deliver lower latency, faster speeds, and less interference. It also features 16GB of storage, doubling the previous generation’s capacity, and creating more storage space for apps and gameson the device.

Fire TV Ambient Experience previously only available on the Fire TV Omni QLED Series, is available on the all-new Fire TV Stick 4K Max . Amazon Fire TV customers can choose from the catalogue of new artwork — motion graphics, landscape art, personalised art, and personal photos. Customers can also create artwork using the AI Art feature, which will begin rolling out to customers in the US by the end of this year. The new tool allows customers to easily generate a personalised background by giving Alexa an imagination-driven prompt.

The new Continue Watching row will also include content from  streaming providers including Amazon Freevee, Disney+, Hulu, Max, MGM+, Peacock, STARZ, and Tubi. The new row puts recently watched content front and centre, with a focus on recency, to easily find and stream content. The generative AI-powered voice search and new “Continue Watching” row debuts in the US later this year.

The company said the upgraded Fire TV experience “enhances search, browse, and recommendations by combining generative AI with Fire TV’s extensive entertainment content and app library—enabling customers to find and discover content in a natural, contextual, and conversational way.”