Jeff Bezos is personally leading an overhaul of Amazon Prime Video to prioritize artificial intelligence.
The internal initiative, named Project Lighthouse, aims to improve content recommendations and user experience. The service currently serves more than 200 million customers.
Bezos reportedly ordered the redesign after a contentious meeting with Prime Video head Mike Hopkins. The project seeks to improve Amazon's position in the global AI race.
Amazon intends for the initiative to demonstrate a return on its massive AI capital expenditures.