Netflix and Prime Video plot AI-driven homepages, but users say they don't want 'software to think' for them
Netflix and Prime Video are testing AI-generated homepages that aim to personalize recommendations and streamline content discovery. Netflix’s internal “GenPage” trials showed higher user engagement and faster rendering, while Amazon’s planned “Lighthouse” redesign is intended to place AI at the core of Prime Video’s interface. However, some users express concern about allowing software to make viewing decisions for them.
- ▪Netflix is developing a generative‑AI system called “GenPage” to create personalized homepages based on user data and behavior.
- ▪Internal testing of GenPage reported increased engagement and quicker homepage rendering times.
- ▪Amazon’s Prime Video is slated for an AI‑focused redesign dubbed “Lighthouse,” with Jeff Bezos reportedly championing the effort.
- ▪The AI-driven changes aim to improve recommendation accuracy and incorporate voice‑command responsiveness, but user sentiment remains mixed.
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Streaming Netflix and Prime Video plot AI-driven homepages, but users say they don't want 'software to think' for them News By David Nield Published 24 July 2026 Streaming delivered by AI When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Netflix / Amazon) Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Prime Video and Netflix are planning new AI-generated homepagesNetflix revealed its 'GenPage' tests ahead of a new Prime Video reportViewers aren't convinced that homepages are moving in the right directionYou're about to see a lot more generative AI in your streaming…
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