Kelly Day, Prime Video’s vice president of international, wants artificial intelligence to give television creators more room to tell their stories — not take the writing chair away from them.
In recent comments, Day said the tech “brings down costs, meaning more stories can be made, more diverse voices can get heard and more creative risks get taken,” while “transforming the viewing experience on Prime Video.”
She said that the studio isn’t looking for an AI model to write shows, “and, by the way, I don’t think it could,” Kelly explained.
“But AI might help the person who does spend less time on admin and more time on the creative vision that makes a show like that sing,” she continued.
As Deadline reported, Day argued that cutting production costs could make room for more stories and greater creative risk. Her pitch centered on what creators could attempt if a tight budget did not shut down an idea before it reached the screen.
Her examples went well beyond paperwork. Day described beginners using AI to generate concept artwork for pitches and smaller production companies making animation without the same hefty expense.
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She also pointed to previsualization, sound design and visual-effects work running in parallel. These were Amazon’s claims about the technology’s potential, not an independent accounting of savings or a guarantee that every production would maintain its quality.
“Human creativity leads. AI helps bring it to life,” Day said.
She said trust and ethical safeguards must underpin AI’s use, rather than come as an afterthought. The address did not spell out how Amazon would enforce those safeguards across its productions.
AI updates are coming to the viewing experience too.
Day described personalized recommendations, spoiler-free summaries, subtitles and audio descriptions, along with Dialogue Boost, which lifts speech above background noise.
She also cited lip-sync technology used on MAXTON HALL to match actors’ mouth movements with human-dubbed audio. That example concerns how an existing performance reaches viewers in another language, rather than an AI system writing a new story.
Lower costs and clearer dialogue can serve an audience, but they cannot settle the question of what deserves a place on screen. Writers, producers and executives still bear responsibility for the stories they tell and the people whose work makes those stories possible.
For parents, the test remains the same whether a production uses new technology or familiar tools: what does the story celebrate, what does it ask children to accept, and is it appropriate for them? A faster production process cannot make that judgment for a family.
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