Amazon Prime Video will show you contextual AI-created ads when you pause a show

Amazon leaned into the advertising funnel in a big way during its 2025 Upfront event at the Beacon Theater in New York City on Monday night.

Perhaps the most notable product enhancement the company unveiled was the use of AI to generate contextual advertising on its Prime Video platform—meaning that ads can and will be created on the fly, using AI, depending on the specific scene of a TV show or movie that is on the screen at any given time.

For instance, if a viewer is watching a scene involving a loving phone call between a mother and daughter, pausing the show could result in an ad for mobile phone service, with AI-generated text dynamically created, right then and there.

The ability gives Amazon’s massive advertising artillery even more firepower. Amazon execs at the event noted that its Prime Video service now has a global audience of more than 300 million, up from 275 million a year ago, and that engagement also increased 40% over the past year.

A star-studded pitch to advertisers

Amazon’s Upfront event was loaded with stars showcasing new projects for Prime Video.

That included appearances by Michael B. Jordan, discussing a new Creed spinoff TV show called Delphi; Arnold Schwarzenegger (who stole the show with a 15-minute rambling appearance loaded with jokes about his old age) talking about his upcoming Christmas movie; John Cena talking about his new movie due out this summer with Idris Elba; and Jamie Lee Curtis, who announced that she’s producing and starring in a new series, Scarpetta, alongside Nicole Kidman. The series will be an adaptation of the popular book series authored by Patricia Cornwell.

Curtis later joined Schwarzenegger on stage to reminisce about the 1990s action movie True Lies in which they both starred.

Other announcements include the December return of Fallout, which will air its second season, and was also renewed for a third season. Nicolas Cage was also announced as playing Spider-Man in Spider-Noir, which will be available to watch in either color or black-and-white. Two new seasons of Beast Games are also on the way.

Finally, sports were front and center.

The NFL will continue with Thursday night games on Prime, and Prime will also host a Black Friday game between Chicago and Philadelphia, and a Christmas Day game between Denver and Kansas City.

Additionally, the NBA inked an 11-year deal with Prime, which will see 65 regular-season games air on the service, along with some playoff games. 

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