When you buy through affiliate links in our content, we may earn a commission at no extra cost to you. Learn 
Amazon has introduced generative AI search to Fire TV devices, potentially making it much easier to find a show when you don’t know it by name.
You can now ask Alexa to search for movies and TV programs based on fuzzier criteria like genres, topics, quotes, and even plots. You can tell the voice assistant to find “movies where people get sucked into a video game,” for instance, or locate a show with a memorable line.
The AI search on Fire TV is contextual, customized, and draws from both Prime Video as well as other available services. You’ll know which ones you can watch at no extra charge.
The upgraded search is rolling out to English-speaking US users now on certain Fire TV devices using FOS 6 and newer releases. It will come to all supporting US hardware in the weeks ahead. There’s no word yet on international expansion.
Amazon is using an internally-developed large language model. The aim, as you might guess, is to enable more natural searches that reflect how people actually remember content. You no longer have to know exact keywords, or flip through an actor’s filmography.
Generative AI isn’t always accurate or thorough, so there’s no certainty you’ll get a comprehensive list. There’s also the question of discoverability. While your Fire TV device might help find that obscure movie from your youth, it may have a harder time suggesting material when you’re not sure what you want.
Even so, the Fire TV search improvements might hint at how voice assistants like Alexa and Siri will evolve using generative AI. You might get a more conversational experience where you can expect better answers on previously tricky questions. That, in turn, could improve your trust in voice assistants.
