Thursday Night Football: Prime Video adds more AI-powered features

Key takeaways

New AI-powered features will debut throughout the season on Prime Vision with Next Gen Stats.
Prime Insights leverage AWS to help bring fans closer to the action.
Returning features in the main feed include "Defensive Alerts" and "Coverage ID."

Prime Video continues to leverage Amazon's technological resources and in-house expertise to enhance the viewing experience for NFL fans with new AI-powered features for the 2025 Thursday Night Football season.

These AI-powered Prime Insights will be introduced throughout the season on Prime Vision with Next Gen Stats, an alternative stream fans can watch in addition to the main feed. Prime Vision serves as a laboratory and incubator for new features that may eventually advance to the main feed.

These proprietary innovations were developed through a unique collaboration between Prime Video producers, engineers, on-air analysts, former NFL players, AI and computer vision experts enabled by Amazon Web Services' industry-leading AI capabilities and infrastructure. They highlight key athletes, illuminate hidden aspects, forecast pivotal moments, and bring fans closer to the action.

Here are the newest AI-powered features for Thursday Night Football that will be introduced throughout the 2025 TNF on Prime season, as well as the returning Prime Insights fans can watch and enjoy this season.

'Thursday Night Football' AI-powered features

New-for-2025 AI-powered Prime Insights

Pocket Health

A proprietary AI model instantly analyzes tens of thousands of data points across the offensive line throughout the play, generating dynamic on-screen visuals and statistics that illustrate threat levels affecting the QB’s protection in the pocket.

End of Game Suite

There will be a trio of news tools that deliver insights surrounding crucial late-game scenarios and strategies for both teams: Path to Victory, Time Remaining Prediction, and Victory Formation:

Path to Victory

This tool is one of three in the "End of Game Suite" of AI-powered features. It employs AI to predict remaining possession scenarios for trailing teams to map potential paths toward a comeback victory.

Time Remaining Prediction

Advanced game clock analysis that predicts how much time will be left on the clock if the defense can force a three-and-out.

Victory Formation

Identifies the right amount of time on the clock needed for a leading team to secure one final first down, and the ability to kneel out for victory.

Returning AI-Powered Prime Insights

Defensive Alerts

The first predictive behavior AI model ever employed within a live NFL broadcast, Defensive Alerts tracks the movements of defensive players prior to the snap, and highlights those identified by the AI model as a threat to blitz the quarterback. This feature is also on the main broadcast.

Coverage ID

Identifies the defensive scheme (e.g., Zone, Man) for fans in real time before the snap. This feature is also on the main broadcast.

Pressure Alert

Detects defenders attacking the offensive backfield during live action and highlights those in position to disrupt the play. This feature is also on the main broadcast.

Prime Targets

Tracks and highlights open receivers in real-time throughout their routes with a green orb.

Four-Down Territory

Indicates where the offense needs to advance the ball to earn an analytically strong “go for it” recommendation on fourth down.

Field Goal Target Zones

Overlays multiple lines on the field to deliver the likelihood a kicker will make a field goal, providing crucial context on drives at the end of a game or half when a field goal has added importance.

Additional AI-powered features

Key Moments

Key Moments utilizes AI to provide fans with an ability to view in-game highlights on demand while watching TNF. A bank of pivotal plays and big moments builds as the game progresses and offers viewers immediate access throughout the broadcast.

Rapid Recap

Rapid Recap assists those who join the game in-progress and want to catch up on the action they missed before entering the livestream. Accessible after selecting “Watch,” Rapid Recap employs AI to compile highlights, and features upgraded transitions between clips, to deliver a full recap lasting no longer than two minutes. Once caught up, fans are automatically dropped into live action.