Netflix and Prime Video bet on AI homepages

Netflix and Prime Video are both preparing AI-driven homepage changes, even as some viewers question whether they want software making more of their entertainment choices.

Netflix has disclosed early testing of GenPage, a generative AI system designed to assemble a personalized homepage. It would determine which recommendations each user sees, adapt to feedback and behavior over time, and combine movies, shows, games, podcasts, and live events.

The system begins with the prompt: “Given everything we know about this user and this request, what homepage should we generate to maximize user satisfaction?” Netflix says internal tests increased user engagement, made recommendations become relevant more quickly, and reduced the time required to render the homepage.

The company still has issues to solve, including the model’s limited knowledge of newly released movies and shows. Netflix has not said when GenPage will reach users or what final form it might take.

Prime Video’s AI homepage plans

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Amazon founder Jeff Bezos wants more AI on Amazon’s streaming service (Image credit: Getty / Mandel Ngan)

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A Reuters report says Amazon boss Jeff Bezos has personally decided that Prime Video should showcase AI, with a planned homepage redesign putting AI “front and center.” The report cites people “with direct knowledge of the matter,” so Amazon has not confirmed the plans.

The project is reportedly called Lighthouse and is intended to help Amazon claim some of the AI spotlight from rivals including OpenAI and Anthropic. Details remain limited, but Reuters says AI will play a larger role in film and TV recommendations, learn viewers' preferences over time, and respond to voice commands.

The redesigned homepage could include tiles such as “action movies from the 1980s.” Amazon is reportedly testing the overhaul with a select number of users in several forms, though there is no stated rollout date.

Viewers push back on AI recommendations

The plans arrive after a major Netflix homepage redesign rolled out last year triggered widespread online complaints. Netflix’s internal data showed that the redesign was working, however, and the company kept it in place. At the time, some observers speculated that more AI was coming to the service.

Some users remain unconvinced by the direction:

“I don’t know if I’m alone, but I hate the concept of 'personalizing' my content. No offense to anyone but AI so far has not been good at predicting anything about me… I personally do not want software to think for me.”

Reactions to Prime Video’s reported overhaul have been similarly negative. One user called it “completely unnecessary,” while several others suggested the move could be enough to make them cancel their Prime Video subscriptions.