In a daring move to tackle one in every of streaming’s biggest frustrations, infinite scrolling, Netflix just unveiled a significant redesign of its TV and mobile apps featuring a ChatGPT-powered AI chatbot and TikTok-style video reels.
You’ll soon give you the chance to ask Netflix in plain language what you’re within the mood for “funny and fast-paced” or “dark thrillers with strong female leads” and get easy, tailored recommendations.
Netflix is partnering with OpenAI to power this feature, a part of a broader overhaul geared toward making content discovery faster, more intuitive, and (finally) less painful.
What’s changing
Conversational AI Search: Powered by OpenAI, this latest tool helps you to type or speak what you wish to watch such as you’re chatting with a friend.
TikTok-style Reels: Vertical, swipeable video clips on mobile will allow you to preview shows and films. Like it? Tap to look at, save, or share.
Smarter Design: Netflix is simplifying navigation, boosting real-time recommendations, and surfacing “My List” content faster.
Netflix says it’s used AI for years to personalize artwork and suggestions. Now it’s going deeper.
“Generative AI allows us to take this a step further,” said CTO Elizabeth Stone. “It’s great for our members and for the creators we work with.”
Chief Product Officer Eunice Kim added that that is Netflix’s “biggest breakthrough” in homepage design in over a decade.
Rollout details
The updates are launching in beta on iOS first, with a broader release expected in the approaching months. Users must opt in to check the AI-powered search.
Netflix is quietly sunsetting its last two interactive titles, “Black Mirror: Bandersnatch” and “Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend”, because it refocuses on AI-driven discovery. Meanwhile, competitors like Amazon are already testing generative AI in Prime Video and Alexa.
This could finally fix one in every of streaming’s most annoying problems and signal a brand new wave of AI-infused entertainment experiences.
Still wondering what to look at? Soon, you may just ask.
