Prime Video's Kelly Day Tells TV Industry: AI 'Amplifies' Imagination

Kelly Day, VP for international at Prime Video and Amazon MGM Studios, has urged the television industry to embrace AI, telling senior executives in London that the technology "doesn't replace imagination, it amplifies it."

Speaking at the Royal Television Society convention, Day argued that AI is already cutting costs and accelerating work across the production pipeline, from pitching to pre-production. Her audience included BBC director general Matt Brittin and Sony Pictures TV international boss Wayne Garvie.

"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," Day said. "That is not a threat to creativity. That's creativity unleashed."

She was explicit about the limits of the technology. "We're not looking for an AI model to write the next 'Fleabag,' and by the way, I don't think it could," Day said. "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 to first-time filmmakers generating concept art and short films that "bring their pitch to life." Prime Video, she said, is using AI to "transform the viewing experience" through personalized recommendations, simplified synopses, spoiler-free summaries, audio descriptions and subtitles.

The most concrete application she cited is on "Maxton Hall," the streamer's YA series and its most watched international original. The show now uses lip sync technology to synchronize actors' lip movements with human dubbed audio in different languages.

Day also stressed the need for "ethical guardrails" in deploying AI. "They cannot be an afterthought, they have to be the foundation and that's the approach we're taking," she said.

The RTS 2026 convention, hosted by Amazon, carries the theme "united in change, if not now, when?" — a framing that positions the company, and Day's argument, at the center of the industry's debate over AI's role in television production.