Kelly Day, head of international at Prime Video, used a speech at the Royal Television Society Convention in London to argue that AI is an opportunity for television rather than a threat, and a bigger shift than the move from broadcast to streaming, TVBEurope reports.
She framed it as the latest in a run of technological changes, each of which felt seismic at the time but ended up strengthening storytelling rather than killing it. On production, she said AI lets pre-visualisation, sound design and VFX run in parallel, giving creators more ambition on tighter budgets and lowering costs while keeping quality.
Day said Prime Video is not trying to get a model to write the next Fleabag, which she doubted it could, but to take admin off the hands of the people who can. She said guardrails should be built in from the start rather than added later.
For viewers, the streamer uses AI for recommendations, simpler synopses, spoiler-free recaps, Dialogue Boost, wider audio description and subtitles, and the lip-sync system on German series Maxton Hall that matches actors' mouths to human-dubbed English audio.
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