Amazon celebrates the 10th anniversary of Fire TV with a new AI-powered search feature.

The feature uses a large language modeling system to provide personalized recommendations.

Users can ask Alexa for recommendations using complex language, including topics, plots, characters, genres, actors, and quotes.

The feature aims to simplify content discovery on Fire TV devices.

Currently available in the U.S., with a full rollout expected in the coming weeks.

This initiative is part of Amazon's broader strategy to integrate generative AI into Fire TV.