Prime Video Says AI Won't Write the Next Fleabag as UK Spend Hits £5B
Amazon Prime Video will not ask an AI model to write the next Fleabag. That pledge came from international chief Kelly Day at the RTS London Convention in London on 29 September 2026.
Day was speaking at Kings Place, where Prime Video appeared as principal sponsor. Royal Television Society She said the streamer wants AI to cut admin work, not replace writers. Deadline
She told delegates Prime Video is “not looking for an AI model to write the next Fleabag.” Instead, she said the technology will let the creator of the next hit “spend less time on admin and more time on creative decisions.”
Day argued that cheaper production means more room to experiment. AI “brings down costs meaning more stories can be made, more diverse voices can get heard and more creative risks get taken,” she said. “That is not a threat to creativity, that is creativity unleashed.”
For viewers, this points to where AI may appear first. Not in the script. In the paperwork around it.
Day also set out the scale of the company’s British investment. She said Prime Video has quadrupled its spend on UK television, films and live sport over the past five years. That includes £4B ($5.3B) spent in the UK since 2022, compared with £1B in the preceding five years. Deadline
Total UK spend has now reached £5B since Amazon entered the territory a decade ago with The Grand Tour, Day said. She called the UK Amazon MGM Studios’ “largest production hub outside of the U.S.” More than 90 Amazon productions have filmed in Britain in that ten-year period.
Two future titles got a mention. They include an adaptation of Stephen King’s Crouch End and Boys of Tommen, an Irish young adult drama, meaning a series aimed at teenagers and young adults. Day added that Nicole Clemens, Prime Video’s international originals boss, has relocated to London to oversee that slate.
The 2026 convention took place on 29 September at Kings Place in London. Prime Video and Amazon MGM Studios hosted a fireside chat, meaning a relaxed on-stage interview, as part of a programme that also includes Sky executive Priya Dogra and ITV chief executive Carolyn McCall. Deadline Advanced Television
