Amazon is overhauling Prime Video's home screen through an internal project called Lighthouse, personally driven by Jeff Bezos, replacing the static tile grid with AI-generated, personalized recommendations. The redesign follows a tense meeting last fall where Bezos pushed executives to lean harder into AI. It remains unclear whether AI-driven rankings will genuinely reduce paid placement bias or simply shift it into the algorithm, leaving real benefits to viewers uncertain until testing expands beyond the current small user group.