Prime Video's Kelly Day calls on TV makers to adopt AI for creativity

At the Royal Television Society gathering in London, Kelly Day, the international vice president for Prime Video and Amazon MGM Studios, encouraged the television sector to embrace artificial intelligence across the production pipeline. She explained that AI can reduce budgets without sacrificing quality, allowing studios to fund a wider range of stories and take greater creative risks. In her remarks to an audience that included one outlet director general Matt Brittin and Sony Pictures TV international boss Wayne Garvie, Day noted that AI already assists first-time filmmakers in creating concept art and short pitches.

Prime Video is also leveraging AI for viewer-focused features such as tailored recommendations, concise synopses, and automated audio descriptions. The platform’s youth-oriented series Maxton Hall now uses AI-driven lip-sync to match dubbed audio with actors’ mouth movements. Day warned that ethical guardrails must be embedded from the start rather than added later. The RTS 2026 convention, hosted by Amazon, centered on the theme “united in change, if not now, when?”.