In Short
- Amazon wants to expand Fire TV OS on third-party smart TVs.
- In terms of generative AI, the company will let users create artwork for the TV with generative AI.
- Fire TV already leverages the power of AI with Alexa.
By Abhik SenguptaSelect Amazon TVs powered by Fire TV OS will soon get generative AI, the underlying tech of ChatGPT or text-to-image generator Dall-E and Adobe Firefly. Current iterations of Fire TV-powered devices allow users to enjoy a hands-free experience. However, the functions are limited to changing channels or volume, asking for weather updates, and controlling smart home devices. With the latest update, Amazon hopes to add smarter living features that may also gain the company an edge over rivals, at least in the smart home segment.
As suggested by Amazon to Gadget 360, Fire TV OS-powered TVs or streaming devices will eventually get generative AI abilities. During a meeting, the company showcased new capabilities on a Fire TV Omni series model, which is Amazon’s QLED TV. The report notes that the early ability of generative AI tech on Fire TVs is limited to creating artwork with simple voice commands. TV artwork can be useful when the device is not being used for viewing content. It transforms the TV into a large digital photo frame. The feature is expected to ship to select Fire TV Omni series models later this year.
Speaking more about Amazon’s plans, Daniel Rausch, vice president of entertainment devices and services at Amazon, said that the company wants to work with more brands to bring Fire TV OS on third-party smart TVs. Rausch was referencing Amazon’s recent partnership with Xiaomi for a Fire TV OS-powered Redmi smart TV. The Amazon VP also said that the company might bring its Omni QLED TVs to India, though the timeline remains unclear.
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