Prime Video International Boss Urges TV Industry to Embrace AI: ‘It Doesn’t Replace Imagination, It Amplifies It’

Prime Video international boss Kelly Day has urged the TV industry to embrace change, including AI.

Speaking at the Royal Television Society convention in London, Day, who is VP for international at Prime Video and Amazon MGM Studios, listed the ways that AI is being used to speed up and bring down costs throughout the production pipeline, from pitching to pre-production.

“For a studio like us, AI enables us to bring down the cost of production while maintaining quality, meaning more stories get made, more creative risks get taken, and more diverse voices get heard. That is not a threat to creativity. That’s creativity unleashed,” Day said, speaking to an audience of senior executives in the TV industry including BBC director general Matt Brittin and Sony Pictures TV international boss Wayne Garvie.

“AI doesn’t replace imagination, it amplifies it,” she continued. “We’re not looking for an AI model to write the next ‘Fleabag,’ and by the way, I don’t think it could. 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.”

Day pointed out that first-time filmmakers were generating concept art and short films that “bring their pitch to life” while Prime Video was using it to “transform the viewing experience” for its audiences via personalized recommendations, simplified synopses, spoiler-free summaries, audio descriptions and subtitles.

She said that Prime Video’s YA series “Maxton Hall” was now using lip sync technology to synchronize actors’ lib movements with human dubbed audio in different languages.

Most recently, we introduced lip sync technology on Maxton Hall, our most watched international original, which synchronizes actors’ lip movements with human dubbed audio.

Day added that “ethical guardrails” were required in using AI, however, saying they “cannot be an afterthought, they have to be the foundation and that’s the approach we’re taking.”

The theme of RTS’s 2026 convention, which is being hosted by Amazon, is “united in change, if not now, when?”