Jeff Bezos is pushing Amazon’s Prime Video division to implement more artificial intelligence (AI) to drive user engagement, potentially boosting advertising revenue. Although he retired as CEO five years ago, Bezos remains focused on Prime Video, which has invested in original content, acquired MGM Studios, and secured sports rights. This year, Amazon expects to spend $220 billion on capital expenditures, up from its original guidance of $200 billion, mostly for AI cloud computing data centers serving customers like OpenAI and Anthropic. The Prime Video team plans to use AI for personalized recommendations on the Amazon Prime home screen, changing them based on watch history, and for AI-generated tiles to help users choose content. The goal is to increase watch hours, making Prime Video more valuable and giving the Prime subscription greater pricing power. Amazon’s subscription revenues grew 12% year over year last quarter. Personalized recommendations and AI-enhanced advertisements could drive advertising revenue growth, which Amazon cited for its advertising segment’s 26% year-over-year revenue growth last quarter. Advertisers spent $76 billion on Amazon ad services over the last year, bringing high-margin revenue. Internally, Amazon can achieve a good return on investment on AI infrastructure costs if advertising revenue keeps growing, a reason the stock has soared to an all-time high after its latest earnings report.