Amazon is reportedly in talks to acquire AI startup Decart for around $7 billion, according to industry reporting, in a deal centered on real-time AI video and world generation technology.
Decart's technology can transform live camera feeds or game footage frame by frame, essentially restyling reality in real time. That capability has potential applications across livestreaming, gaming, virtual production and Amazon's own content and devices businesses.
The rumored price tag would make it one of Amazon's largest AI acquisitions to date, and it fits a pattern of big tech buying specialized generative media teams rather than building them from scratch.
Terms have not been finalized, and neither company has confirmed the talks. But the size of the reported deal signals how valuable real-time generative video has become as a competitive frontier.
