Prime Video’s international boss Kelly Day has called on the TV industry to embrace change, including artificial intelligence.
Speaking at the Royal Television Society convention in London, Day, international vice president at Prime Video and Amazon MGM Studios, outlined ways AI is being used to speed up and reduce costs along the production pipeline, from pitch to pre-production.
“For a studio like us, AI allows us to reduce the cost of production while maintaining quality, which means more stories are being written, more creative risks are being taken and more diverse voices are being heard. It’s not a threat to creativity. It’s about unleashing creativity,” Day told an audience of senior executives in the TV industry, including BBC chief executive Matt Brittin and Sony Pictures TV’s international boss Wayne Garvie.
“Artificial intelligence does not replace imagination, it enhances it,” he continued. “We’re not looking for an AI model to write the next ‘Fleabag,’ and by the way, I don’t think there will be one. But AI can help the person spend less time on management and more time on the creative vision that makes a show like this sing.”
Day noted that first-time filmmakers produce concept images and short films that “bring their pitches to life,” while Prime Video uses this to “transform the viewing experience” for its viewers through personalized recommendations, simplified summaries, spoiler-free recaps, audio descriptions and subtitles.
Prime Video’s YA series “Maxton Hall” now uses lip-syncing technology to synchronize actors’ free movements with human-dubbed audio in different languages, he said.
We recently introduced lip-syncing technology in our hit international original, Maxton Hall, which synchronizes actors’ lip movements with human dubbed voice.
Day added that “ethical guardrails” were needed in the use of AI, but said these “cannot be an afterthought, they have to be foundational and that is the approach we are taking.”
The theme of RTS’s 2026 convention, hosted by Amazon, is “unity in change, if not now, then when?”