Netflix Unveils Major Redesign and AI-Powered Features for Enhanced User Experience

Netflix Is Testing a New Mobile AI Feature and TikTok-Style Clips to Keep You Tuned In

Though Kourtnee hasn't won any journalism awards yet, she's been a Netflix streaming subscriber since 2012 and knows the magic of its hidden codes. Ever wonder what it'd be like to open your Netflix phone app and summon very specific title recommendations by saying "martial arts musicals" or "I like barbecue"? It's on the horizon: The streaming service is running beta tests for artificial intelligence-powered search on iOS. The company announced the feature on Wednesday, along with news that it's also experimenting with vertical feeds similar to those on TikTok. During a preview event for the press, Netflix execs Eunice Kim and Elizabeth Stone revealed what's coming to mobile and the TV app. The streamer partnered with OpenAI to work on its generative AI search feature for mobile, which will enable viewers to find new things to watch (or rediscover old favorites). Currently available as an opt-in beta test, the tool is designed to understand conversational phrases to help you mine Netflix's library in more ways than just using standard keywords. Recommendations will pop up, and you'll be able to play a title from that selection. "Starting with search, we want you to be able to discover shows and movies using natural conversational language like 'I want something funny and upbeat', or 'I want something scary, but not too scary, and also maybe a little bit funny, but not like haha funny'," said Stone, Netflix's chief technology officer. Speaking about upgrades to the interface, Kim, the company's chief product officer, said that in the coming weeks, Netflix will be testing out vertical feeds on its mobile version that caters to how "our members love to browse our clips and trailers to find their next obsession." Another enhancement to its recommendation function, the interactive feed will display short video snippets of TV series and movies on your phone screen. "You'll see a row on your mobile home page, and the feed will feature clips from your top picks for you," Kim said. "From there, you'll be able to tap to watch the whole show or movie immediately, or add it to my list, or share the title with friends." Netflix also unveiled an overhaul of its TV home screen, which has been redesigned to simplify navigation and boost tailored recommendations. The updates and improvements announced Wednesday are the latest in an industry where most major platforms are introducing innovations like Netflix's Moments, Tubi's Scenes and Peacock's AI features. Our coverage on how streaming services keep evolving demonstrates how companies are using tech upgrades for better personalization, interactive features and live programming to help retain viewers. Netflix, which now boasts more than 300 million global subscribers, has been rolling out new additions and features for subtitles, games and more. (Disclosure: Ziff Davis, CNET's parent company, in April filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.)

Netflix Tests AI-Powered Search and TikTok Layout for Mobile App

Though Kourtnee hasn't won any journalism awards yet, she's been a Netflix streaming subscriber since 2012 and knows the magic of its hidden codes. Ever wonder what it'd be like to open your Netflix phone app and summon very specific title recommendations by saying "martial arts musicals" or "I like barbecue"? It's on the horizon: The streaming service is running beta tests for artificial intelligence-powered search on iOS. The company announced the feature on Wednesday, along with news that it's also experimenting with vertical feeds similar to those on TikTok. During a preview event for the press, Netflix execs Eunice Kim and Elizabeth Stone revealed what's coming to mobile and the TV app. The streamer partnered with OpenAI to work on its generative AI search feature for mobile, which will enable viewers to find new things to watch (or rediscover old favorites). Currently available as an opt-in beta test, the tool is designed to understand conversational phrases to help you mine Netflix's library in more ways than just using standard keywords. Recommendations will pop up, and you'll be able to play a title from that selection. "Starting with search, we want you to be able to discover shows and movies using natural conversational language like 'I want something funny and upbeat', or 'I want something scary, but not too scary, and also maybe a little bit funny, but not like haha funny'," said Stone, Netflix's chief technology officer. Speaking about upgrades to the interface, Kim, the company's chief product officer, said that in the coming weeks, Netflix will be testing out vertical feeds on its mobile version that caters to how "our members love to browse our clips and trailers to find their next obsession." Another enhancement to its recommendation function, the interactive feed will display short video snippets of TV series and movies on your phone screen. "You'll see a row on your mobile home page, and the feed will feature clips from your top picks for you," Kim said. "From there, you'll be able to tap to watch the whole show or movie immediately, or add it to my list, or share the title with friends." Netflix also unveiled an overhaul of its TV home screen, which has been redesigned to simplify navigation and boost tailored recommendations. The updates and improvements announced Wednesday are the latest in an industry where most major platforms are introducing innovations like Netflix's Moments, Tubi's Scenes and Peacock's AI features. Our coverage on how streaming services keep evolving demonstrates how companies are using tech upgrades for better personalization, interactive features and live programming to help retain viewers. Netflix, which now boasts more than 300 million global subscribers, has been rolling out new additions and features for subtitles, games and more. (Disclosure: Ziff Davis, CNET's parent company, in April filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.)

Your Netflix home screen is about to look much different - here's a sneak peek

Expect to see recommended content based on your current moods and interests, thanks to AI. The next time you open up Netflix, things might look a lot different. In an announcement today, the company said it's rolling out a redesigned homepage that makes finding the content you want to watch easier. This will be Netflix's first major redesign in more than a decade. Netflix said its new homepage will have a clean and contemporary design with "all the information you need" front and center. With the current interface, you scroll through a list of titles and box art, making it hard to tell what sets each show apart. With the new interface, you'll see callouts (like "Emmy Award Winner" or "#1 in TV Shows"), details, and a synopsis. Also: The best live TV streaming services: Expert tested You'll see fewer content choices overall on the main screen, but more details about each. That way, Netflix explains, you can better focus on what makes the show right for you. Until this redesign, shortcuts to Search and My List were off to the side. Now, they're going to be much more prominent and easier to access. A new tab bar that runs across the top of the screen will feature Home, Shows, Movies, and Games, plus a new option called My Netflix that houses your saved list, reminders you've set, and your Continue Watching section. You'll also notice that your recommendations are changing. In the new interface, Netflix says you'll see recommended content based on your moods and interests at the moment. Responsive recommendations will pull in signals like what kind of trailers you're watching or what actors you're searching for to determine what you're feeling right then and show you related content. A new way to search is on the way, in addition to the classic search. A generative AI search will let you discover shows and movies with natural conversation phrases, Netflix says. Searching for things like "I want something funny and upbeat" or "I want something scary but not too scary, and maybe a little funny" will take you to exactly the kind of content you want. While most of this redesign is centered on the TV version, your mobile app is getting some love, too. Swiping through a feed is an easy way to browse content, so Netflix is adding a vertical feed filled with Netflix shows and movies. You'll find this feed from a row on your homepage (on mobile of course). From that feed, you can dive right into an episode or add the show to your list.

Netflix overhauls its TV app with a fresh UI and responsive recommendations

The company is also expanding its OpenAI-powered generative AI search test to more subscribers. Netflix is giving its TV user interface a major overhaul. Alongside a fresh, cleaner look, you'll see recommendations that adapt to your activity as Netflix tries to better gauge what you might be in the mood to watch. The company plans to roll out the update over the coming weeks and months. It seems that the aim here, as has long been a goal for Netflix, is to help you find something you want to watch faster. That way, you won't spend an eternity scrolling through the various options while struggling to figure out what to start streaming. Netflix originally designed its TV user interface for shows and movies, but it had to evolve to better handle new entertainment offerings, such as live events and cloud gaming. The company has been working on the new TV experience since last year, according to Eunice Kim, Netflix's chief product officer. "Our redesigned TV home page is simpler, more intuitive and better represents the breadth of entertainment on Netflix today," Kim said on a call with reporters. The new tiles for each show, movie and so on are much larger. Rather than having information about a highlighted title appear at the top of the screen, the redesign brings everything together. Each tile includes more at-a-glance contextual details as to why you might want to watch something. It might indicate that a show or movie was recently added, is in Netflix's top 10 list of the most-watched titles, has won awards or is leaving the service soon. Otherwise, Netflix might believe that you'll love the suggestion. As you move between tiles, the animations will look snappier and more fluid than at present, Kim said. The new UI also makes it easier for Netflix to highlight live events -- such as Christmas Day NFL games, WWE programming and Everybody's Live with John Mulaney -- at the top of the home screen. The main navigation bar is now at the top of the screen, with tabs including including home, shows, movies, games and My Netflix (where you'll find your "continue watching" row, My List, reminders and so on). The search function, which is where you can still browse through categories, is up there too. Handily, you'll be able to switch to the top navigation bar by simply tapping the back button on your TV remote. As you browse, Netflix will adapt its recommendations on the fly. So, if you happen to give Squid Game a double thumbs-up to indicate you love the show, Netflix might on the fly add a row filled with similar titles a little further down the home screen. Trailers you watch and your searches will affect these responsive recommendations too. This all happens behind the scenes in the hope of making everything feel seamless. Netflix has long integrated factors like viewing habits into personalized suggestions. "What's new about the responsive recommendations is active browsing behavior," Elizabeth Stone, the company's chief technology officer, said. "It could also include things like time of day, as one example. It may also, over time, include situations where a member's able to give an explicit input in terms of what they're looking for." Elsewhere, Netflix recently started testing a generative AI search feature powered by OpenAI. The idea here is to let you search for titles depending on your mood. So, you might ask for something that's both a little scary and a little funny, but not too much of either (horror comedy is the best film genre after all), and you'll get some relevant suggestions. Some users in Australia and New Zealand were the first to get access to this tool. Netflix is rolling it out to more subscribers starting this week as an opt-in beta. The company will also start a global test of a vertical video feature on mobile in the coming weeks. The feed will include clips and trailers, and it will be accessible from a row on the app's home screen. You'll be able to tap to watch the show or movie right away or add it to My List. There's an option to share the clip too. Netflix has tried similar feeds of comedy clips and snippets from kids shows over the last few years. Meanwhile, when asked if Netflix will follow the likes of Spotify in allowing signups from its iOS app after Apple was forced to change its App Store payment policies, Kim said the company is keeping a close eye on the situation but didn't have any updates to share for now. In the meantime, Netflix will "continue to abide by the App Store policies until we hear more about how to best implement any changes going forward."

Netflix's latest redesign is drawing early criticism online

On mobile, the streaming giant is trialing AI search and vertical video. Netflix has begun rolling out a significant redesign of its TV interface, alongside new experimental features for mobile users. While the company is pitching the "new TV experience" as a simpler and more intuitive way to discover content, early reactions suggest many aren't convinced. As detailed in the Netflix press release, the new TV homepage brings several visual and functional changes. These include larger tiles, moving the shortcuts from the left side to the top of the screen, and clearer content labels like "#1 in TV Shows" and "Emmy Award Winner." Netflix says recommendations will be more responsive to your mood and viewing habits "in the moment," with a cleaner design that elevates your experience. This more algorithmic approach means that some longstanding features have been shuffled around. For example, if you want to search movies by genre, such as action or drama movies, you now have to leave the main interface and go to the Search tab. Along with the general emphasis on bigger tiles and reactive recommendations, it does feel like the redesign is to encourage passive scrolling rather than active discovery. On mobile, Netflix is trialing a generative AI-powered search tool that lets users type natural-language prompts like "I want something funny and upbeat." There's also a TikTok-style vertical video feed being tested, letting users swipe through clips and tap to watch, save, or share titles. While the update hasn't rolled out widely yet, early feedback suggests the mood is more skeptical than celebratory. At the time of writing, the YouTube video above only has four comments, none of which are complimentary. On one Reddit thread, the responses are largely critical. A couple of users point out that the screenshot of the new Netflix layout from the press release, displaying the show Nobody Wants This, is apt. However, the general viewing public is wider than a few internet commenters, and we'll see how the new experience is welcomed as it rolls out globally over the coming weeks and months.

Netflix is giving its smart TV app a bold new makeover

Summary Netflix is rolling out a revamped homepage for smart TVs and streaming devices, making it way easier to find stuff to watch. The new layout includes big spotlight banners, personalized rows, and renaming "My List" to "My Netflix" for easier navigation. The homepage will adapt to your mood, serving up content that matches your vibe thanks to AI. Netflix may be the king of streaming services with its slick, easy-to-use layout, but even the champs need a refresh. After sticking with the same design for a while, users can expect a totally revamped homepage when they open the app on their smart TVs and streaming devices. Related I'm done with coughing up $18 a month for Netflix It's way too pricey Posts 8 The service is dialing up the user experience by making it easier to browse and find new movies and shows, cutting down on all the extra clicking around, as per Netflix's announcement on Wednesday, adding that it's also testing new upgrades on the mobile app. The updated Home tab now puts a big spotlight banner front and center, serving up shows and movies you're likely to be into. Scroll down, and you'll find rows built around your tastes -- like "Your Next Watch," "Today's Top Picks For You," and "Only on Netflix." Some titles also come with handy tags like "Recently Added" or "Emmy Award Winner" to help you decide what's worth watching. At the same time, Netflix is cleaning up its menu layout. Instead of being tucked away on the side, go-to options like "Search" and "My List" are moving up top for quicker access. Plus, "My List" is now called "My Netflix," which pulls together all your stuff like "Continue Watching," saved titles, and reminders in one handy spot. Close Netflix is putting its AI on steroids to read your mind (kind of). Now, the homepage adjusts on the fly, picking up on your vibe and serving up shows that match your mood and tastes. Testing AI search and a TikTok-style scroll for doomscrolling, but for shows Mobile experiments Alongside the TV revamp, Netflix is also experimenting with fresh features on mobile. The platform is testing out an AI-powered search that lets you type what you're in the mood for instead of hunting by title or genre. There's also a TikTok-style vertical feed in the mix to help you find new stuff faster. Close Right now, it's in limited beta on iOS, but it's a peek at where things are headed. This feature is still in its early days, and only a small group of users can try it out, but it marks a big first step for Netflix into the world of generative AI. At the core of all this, Netflix is trying to kill the scroll struggle. It has always wanted to get you to the good stuff quicker, and all these changes are just its latest move to help you skip the indecision and hit play faster.

Netflix's new AI chatbot might lead you to your next binge-watch

We've all been there -- sitting and staring at row after row of Netflix categories, trying to find something new to watch. I've browsed Netflix so much, I feel like I've scrolled for shows more than I've actually streamed them. Netflix has offered many solutions to try and help solve the video browsing blues, from the streaming's famous algorithm to the "play something" button. Now, Netflix has a new tool to help you find the perfect movie or show -- and yes, AI has entered the chat, quite literally. Coming soon as a "small" opt-in only beta for the Netflix iOS app, Netflix's new AI chatbot will help you search for videos using "natural, conversational phrases" rather than just sifting through rows and rows of categories. For example, you'll be able to type "Something funny and upbeat" or "I want something scary, but not too scary" into the chat box, and Netflix's AI bot will serve up a list of suggestions, and with a comment like "Good vibes only: These comedies will leave you smiling, laughing or both." Similar to ChatGPT and other gen-AI platforms, there will also be preset search phrases you can tap, such as "I need a good cry," "what's new in true crime," and "stories about dancers." So, how will searching Netflix with an AI chatbot be different from simply using regular search? Good question. For its part, Netflix says the bot will be more amenable to subtle search phrases, like "I want something funny, but not ha-ha funny" that won't quite work as a typical search term. Will Netflix's AI chatbot be truly useful, though, or might it hallucinate answers ("Yes, Sinners is available to stream right now")? It'll take some kicking of the tires to find out, thus the small beta test. Besides the AI chatbot, Netflix is rolling out extensive changes for its home page, including moving shortcuts like Search and My List from the left-hand side of the interface to the top (yes, it's another case of a streamer rejiggering its home page). Also coming are more visible callout bugs ("Emmy Award Winner," "#1 in TV Shows"), home-page recommendations that are "more responsive to your moods and interests," and a "clean and more modern design." Finally, a TikTok-style vertical feed stuffed with clips from Netflix shows and movies is coming to mobile devices in the "coming weeks." The feed will let you tap a video to watch it immediately, add it to My List, or share it with others.

Netflix's new look will respond to your 'moods' with better suggestions in Google TV

Netflix is getting a new look in Google TV with a UI change beyond modern aesthetics. The new design advertises an easier browsing experience with suggestions that act more like surge recommendations for your current mood. How Netflix knows your mood is up in the air. The company announced that a big UI change would be coming in the following "weeks and months" that offers a new, more refined experience for users. Netflix is no stranger to UI changes, though it's been some time since the streaming giant has changed how it offers TV shows and movies to users globally. The old design still feels modern, but Netflix seems to be ready to switch things up. The Netflix change on Google TV and other OS platforms emphasizes a new carousel design that expands on show details more easily. The old look offered an expanded view if the user hovered over it for some time. This new design also looks a little less cluttered since less shows are being displayed at one time, and it will likely lend itself to browsing hundreds of shows in record time easier. The company may be using the change to Trojan horse new AI adjustments that respond more readily to your watching habits, offering more to binge as it becomes available. According to Netflix, the recommendations found on the homepage would be "more responsive to your moods and interests in the moment." This seems to indicate that Netflix is, in part, pushing a heavier emphasis on AI in the backend so that users will get shows and movies that are a little more exciting in the moment. Truthfully, Netflix has seemed to have offered less compelling offerings since the last major UI overhaul hit platforms like Google TV. The new update may inject some life into the app across Google TV and other platforms. That change is accentuated by the new menu layout. Rather than across the left side of the screen, the new category buttons will be strewn across the top. The icons are gone, and categories like Home, Shows, and Movies will be seen at the top of the screen. Netflix for Android and iOS is also getting a bit of a revamp. The new version will house a different search experience. Netflix explicitly mentions generative AI when detailing the new search, though it seems it will first be in beta on iOS. With that, a new experimental vertical card feed will be tested for mobile users, mirroring what social media and YouTube offer in Shorts. Netflix noted that this update will be coming to users in the following weeks and months, which indicates that it may take some time to show up on your Google TV devices or Android phones.

Your Netflix home page is getting its biggest update ever, and yes, it includes generative AI

The Netflix you see on your TV today was built for streaming movies and TV shows, and for more than a dozen years, that's been enough. Now, though, the platform is not only overloaded with hard-to-find content, it's also host to games and, increasingly, buzzy and highly-watched live events like NFL games and boxing matches between aging legends and annoying social media stars. The Netflix of old is no longer purpose-built for the task - but that's changing today with the introduction of Netflix's most radical home screen update yet. After two years of design work, months of development, and time testing internally and with some customers, Netflix is ready to, as Netflix Chief Product Officer Eunice Kemp described it, take "a giant leap forward." Kemp told us the new Netflix interface is more flexible, intuitive, responsive, and elevated - and yes, those initials spell 'FIRE'. Subtlety has never been Netflix's thing. Describing the interface as "a more flexible canvas," Kemp said the new look offers better support for the aforementioned live events, so you know better when to tune in to "catch the action the moment that it happens". The real-time updates might also help with Netflix gaming, letting people join the action "at exactly the right time." Netflix has a multi-layered plan for helping users find the right content. "Our members do a lot of eye gymnastics when they're scrolling down and right and back and forth between rows and to title details on the homepage," said Kemp. The visual update seeks to put streaming decision-making content front and center. For example, you'll see 'Emmy Winner' or 'Number One in TV Shows' overlayed on top of the title image. There's also been some re-sorting of screen elements, such as moving shortcuts for Search and My Lists so they're more visible. Some users might balk at Netflix, which tops our list of the best streaming services, moving classic interface elements, but Netflix told us the feedback it's gotten thus far is all positive. Netflix already uses machine language and AI to suggest the next best streaming experience for you based on your previous viewing, but this update takes AI use to the next level. Arguably the biggest change, and one that might significantly shorten your next hunt for a movie or show, is the introduction of Generative AI in search. Based on OpenAI's Large Language Model (LLM), the new search feature will let you ask natural-language questions. Netflix's Chief Technology Officer, Elizabeth Stone, said conversational phrases like "I want something scary but not too scary and also maybe a bit funny but not like 'ha ha' funny" will now yield useful results. Stone told us Netflix fused OpenAI's baseline model capabilities with Netflix's own context about members. Even without generative AI, Netflix is improving how the platform recommends fresh streaming content. Responsive recommendations will pick up trailers you're watching and searches you're making to refine the recommendations you see on the fly. "For example, let's say you give Wednesday a thumbs-up. A few rows down, you may see similar titles to Wednesday, or if you're searching for Rom Coms and Glen Powell, we'll subtly adapt your homepage to show you more titles that are related to both," said Stone. Netflix is also making some changes to its mobile experience, in particular, the introduction of vertical videos. No, this is not Netflix turning into a social video app; it's just a recognition that this is how people like to consume video on their phones. The videos will be trailers for Netflix shows and movies, and you can watch and scroll, or watch, tap, and open the show in the full Netflix experience. While the vertical videos are rolling out "in the coming weeks," the TV interface updates are arriving now globally. All in all, this may be Netflix's most significant interface update to date. "Our redesigned TV homepage is simpler, more intuitive, and better represents the breadth of entertainment on Netflix today," said Kemp. What do you think of your new Netflix home page? Is it an improvement, or do you prefer the old look? Let us know in the comments below.

All the changes coming to Netflix: New homepage, AI search

Coming soon: A totally revamped look for Netflix. And that'll include more AI. The streaming giant announced its new "TV experience" in a blog post on Wednesday. Simply put, that means the Netflix app on your TV will soon have a new design and AI-powered features. It's unclear when exactly the changes will take effect. The blog post noted that users should see the new homepage rollout in "the coming weeks and months." "Our redesigned TV homepage is simpler, more intuitive, and better represents the breadth of entertainment on Netflix today," Netflix's Chief Product Officer Eunice Kim told reporters in a press briefing. "And it's better at the most important thing, which is helping our members easily find shows, movies, live events, and games that they'll love." We don't have all the details on what will change with Netflix, but the streamer did share some of the updates. Here are some of the new features listed that'll affect the homepage and the app overall: Here's a preview of how it will look. It's 2025, and nearly every platform is incorporating AI. Netflix is no exception. The streamer said it is experimenting with AI-powered search in the hopes that it'll be able to dole out better recommendations for users. The feature will be available only to iPhone users at first. Netflix wrote: "We're also exploring ways to bring Generative AI to our members' discovery experience, starting with a search feature on iOS that is a small opt-in beta. This will allow members to search for shows and movies using natural, conversational phrases like 'I want something funny and upbeat.'" It'll look something like this. Have you ever wanted Netflix to be more like TikTok? No? Well, that's too bad because it's coming. The steamer wrote that it's planning to roll out a vertical video feed filled with clips from its show. The idea is that you can then tap in to watch the show or save it to My List. It'll look like this. So ready or not, your Netflix is about to get big changes.

Netflix subscribers say its 'new design sucks' but I hope it keeps the new vertical discovery feed

Fans aren't happy with the streamer's new UI, but there's come cool features on the way Netflix recently unveiled big updates to the design of its platform, and while there's some interesting features to look forward to in the future, some subscribers remain unconvinced. While the streamer started life as a place to catch your favorite shows and movies without having to traipse to the rental store, the platform has evolved over the years to play host to a plethora of video games, and various live events, including weekly WWE shows and big NFL games. The content pivot from the streamer has led to some subscribers becoming frustrated with the one-size-fits-all approach of a UI that has barely changed since its inception. All that is due to change though, with a new homepage designed to give users the best experience with the media they mostly use the platform for, be that sports, gaming or TV and movies. Netflix's chief product officer Eunice Kim says of the project: "We wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members' needs." Changes include real time recommendations based on current mood and interest, extra information on titles across the platform such as "Emmy Award Winner" or "#1 in TV shows" and a new, cleaner design for the platform's landing page. However, these new features come with downsides too, with it being widely speculated that the removal of interactive TV specials such as Black Mirror: Bandersnatch and Unbreakable Kimmy Scmidt finale Kimmy vs the Reverend is a result of the new software no longer being able to support these types of content. And that's not the only thing subscribers are unhappy about, with one Reddit user stating the "NEW DESIGN SUCKS!!" and calling for the engineers responsible to be fired, comparing the new UI to the notoriously difficult to navigate Prime Video. NEW DESIGN SUCKS!! from r/netflix However, some responses to the original post were more positive, with one reply stating "I love the new design," while others remained cautiously optimistic saying "I'm nervous but hopeful". For my money though, while it'll definitely take some getting used to, there are some very cool new features on the horizon. For starters, the small change of moving shortcuts for Search and My List away from the sidebar and to the top of the page will save getting bogged down in menus while trying to find basic features - I for one have changed profile more than once while trying to search for a particular show. Also intriguing is the use of Generative AI in the search function, meaning that users can use conversational phrases to zero in on the type of content they like to watch, for example "I want to watch a mid-2000s mumblecore movie" rather than scrolling through endless comedies. One of the features I hope makes it to the new design is the vertical discovery feed - illustrated above - which is set to be tested over the coming weeks. The new feed looks to replicate the feeling of scrolling through TikTok watching movie clips, except here, if one piques your interest, rather than engage in an infuriating search through the comments to find the title, you can simply tap on the video to be taken directly to the full movie or show. It's definitely set to be a new era for Netflix, and one that understandably has some subscribers nervous, but with the site becoming increasingly overloaded by its breadth of content, it could be a very welcome update.

Netflix Is Adding Generative AI Search and a TikTok-Style Feed - Decrypt

Netflix is integrating generative AI to let users request personalized recommendations. Netflix is redesigning its home screen with a generative AI-powered search feature, along with a TikTok-style vertical video feed for mobile to help users discover new shows and movies faster. The company unveiled the update during an online presentation on Tuesday. Along with the visual redesign, Netflix is working with ChatGPT creator OpenAI to develop a new search feature powered by generative AI. The feature will allow users to request personalized recommendations using natural, conversational language. "We've long used AI to personalize the rich set of information that we provide about each title, including synopses, artwork, and trailers, so that members can choose something that is a good match for them," Netflix chief technology officer Elizabeth Stone said during the presentation. "Generative AI allows us to take this a step further, for example, by showcasing our titles in more languages and locations around the world, which is great for our members and great for the creators we work with." The streaming giant said the redesign reflects years of behind-the-scenes development, and is now ready for a more visible transformation. Netflix did not specify when the new features would be available for all users, but pointed to a gradual release. "This is not the first change we've made to our home page," said Netflix Chief Product Officer Eunice Kim. "We've been constantly improving it over the last 12 years, mostly behind the scenes. But now, thanks to a combination of new technology and the expansion of our entertainment offerings, we think it's time to take a giant leap forward." In the coming weeks, Netflix said it will begin testing the mobile vertical feed featuring clips from its shows and movies, designed to make content discovery easier and more enjoyable. Users can tap to watch the full title, add it to their list, or share it with others. "When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members' needs, and capable of elevating the most thrilling moments on Netflix," Kim said. Netflix said an upgraded AI experience is also coming to mobile, starting with a search feature on iOS. Users who want to access the feature will have to opt into the beta. The streaming giant says its goal is to make searching for something to watch feel more like talking to a friend, rather than typing keywords into a database. Netflix did not disclose whether it would be sharing user data with OpenAI, and the company did not immediately respond to a request for comment. While Netflix is leaning toward personalization and discovery, it is also trimming some of its experimental content. As part of a broader shift in its content strategy, Netflix is removing its last two interactive titles -- "Black Mirror: Bandersnatch" and "Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend" -- from the platform. Netflix did not say if the removals were due to the platform's redesign. With its new AI-powered search, Netflix is following in the footsteps of Amazon, which began rolling out its own generative AI tools to Prime Video in 2024 and to Alexa in 2025. While the goal was to enhance the user experience, the results have been mixed.

Netflix gives its home screen a makeover

A Netflix office in Los Angeles.Robyn Beck / AFP - Getty Images file The streaming giant announced Wednesday that it is revamping its look to make the platform "more personal" and improve its interface. It marks the streamer's first major redesign since 2013. "We've been constantly improving it over the last 12 years, mostly behind the scenes, but now, thanks to a combination of new technology and the expansion of our entertainment offerings, we think it's time to take a giant leap forward," Eunice Kim, Netflix's chief product officer, said in a presentation about the update. The new layout is designed to increase Netflix's ability to tailor its suggestions to each viewer, make navigation easier and create a Netflix Hub, which will be personalized to each user, according to Netflix's publication, Tudum. The news comes as Netflix continues to double down on its offerings to its subscribers, including live events programming. The streaming giant already hosted its first NFL games, and weekly World Wrestling Entertainment "Raw" shows that began streaming earlier this year. The homepage updates are "simpler, more intuitive and better represents the breadth of entertainment on Netflix today," Kim said, noting that Netflix "reaches a global audience of more than 700 million people with incredibly diverse tastes." "Our current TV experience was built for streaming shows and movies," Kim said. "This one is designed to give us a more flexible canvas now and in the future." The new TV Experience "will start rolling out to members later this month," Netflix said in its announcement. The company said it will also be testing a vertical feed for mobile users, which will feature clips from users "top picks for you" and allow users to tap to watch show or movie immediately, add it to their lists or share the title with their friends. Netflix is also planning to roll out a generative AI search tool for mobile that will allow users to ask Netflix for recommendations using more conversational language, such as "I want to watch something funny and upbeat." "Everything starts with great shows and movies that people love," Netflix's chief technology officer Elizabeth Stone said in a statement. "But if you think about all of the areas where Netflix has a big advantage, our reach, our recommendations, our fandom, technology enables all those things. That technology includes AI."

Netflix App Getting AI, Because Of Course

We may earn a commission when you click links to retailers and purchase goods. More info. Netflix announced new features this week, mostly having to do with its TV experience. However, a couple of things are aimed at smartphone users, and naturally, one of them includes AI. Over on iOS, those users are getting a generative AI-powered search feature, allowing for a conversation with an AI bot that can feed you Netflix recommendations. For example, you can say, "I want to a scary and dark movie" or "I want something funny and upbeat." The AI will then return titles. Netflix says this will be an opt-in beta on iOS. For all mobile users, including us on Android, Netflix will be testing a vertical feed full with clips from shows and movies to make discovery "easy and fun." Users will be able to tap to watch the whole show or movie immediately, add it to My List, or share with friends. Think TikTok or YouTube Shorts, but for Netflix. This is funny because many of those scrolling apps are already filled with clips from Netflix shows/movies, but they never contain the title of the content, so this might actually be cool. To read all about the new things coming to Netflix, follow the link below to check the full blog.

Think Netflix search is rubbish? AI could save the day, as ChatGPT-powered search is now here

As an Amazon Associate, we earn from qualifying purchases. TweakTown may also earn commissions from other affiliate partners at no extra cost to you. Netflix is introducing a new generative AI search that allows viewers to surface shows they want using natural language queries. Smartphones are getting plenty of goodies, including this vertical feed of shows and movies (Image Credit: Netflix) This is all part of a major redesign implementing a new home page (as flagged up by TechCrunch, via TechRadar). That includes a more streamlined and modern design for the home screen, and shifting around some elements of the interface that were more hidden away to give them better visibility (namely the Search and My List options). A ChatGPT-powered search is inbound too, albeit just on iOS to begin with, and as a small beta test (that users will need to opt into). You'll be able to ask Netflix to find you content in a conversational manner, so you could request an 'upbeat comedy' for example, or a 'fast-paced fantasy show with plenty of big battles' perhaps. Hopefully, the AI will return some decent results, but obviously that's what the beta is about - nailing those replies. Right now, Netflix search is rather clunky, and so this could be a sizeable step in the right direction when it comes to navigating the increasingly large library of content available on the streaming platform. The Netflix home page revamp also extends to making recommendations more fine-tuned to your current interests and mood (presumably based on what you've been watching recently). Also on smartphones, Netflix will be trying out a vertical feed populated with clips of Netflix shows and films in an effort to make browsing for content a better experience on a phone screen. You'll be able to tap to start watching, or to add an item to your list of stuff to watch.

Netflix's New App Makes It Easier to Find Stuff to Watch

YouTube Music Premium Is the Best Music Streaming Service You're Not Using: Here's Why If you watch Netflix on your TV or a streaming device, you're about to get treated to a whole user experience. Netflix is also testing a couple of new innovations for its mobile app. Netflix Unveils a New TV App for the Masses In a press briefing, Netflix unveiled a whole new TV experience designed to make the streaming service simpler and easier to use than ever. The biggest change is more contextual information on each tile, making it easier to make a quick decision over what to watch. And as you navigate around the homepage, Netflix will update its recommendations in real time, adapting them to what your interests are at that moment. The main navigation bar housing the shortcuts will be moved to the top, with tabs such as Search, Shows, Movies, and Games all easily reachable. There will also be a My Netflix hub housing your watchlist, shows that you've started watching, and content you've opted to be reminded of. Chief Product Officer Eunice Kim said: "The new Netflix TV experience is still the one you know and love -- just better. When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members' needs, and capable of elevating the most thrilling moments on Netflix." Making It Easier to Find What to Watch Next The core idea underpinning the redesigned TV experience is an ambition to make it easier for people to find what to watch next. Which makes total sense given that that's the key to keeping subscribers happy. There's a wealth of content available on Netflix, but the issue is pairing that content with viewers. As well as a total redesign of the TV experience, Netflix is making changes to its mobile app too. First up, there's a new way to search for what to watch using natural language and conversational phrases such as "I want something funny and upbeat." Generative AI will then deliver results that it thinks best match what's being asked. This is currently a small, opt-in beta test only on iOS. In the coming weeks, Netflix will also be testing a vertical feed that is packed with clips of movies and TV shows. If you see something you like the look of, you'll be able to tap to start watching the full thing immediately, add it to your watchlist, or share it with family and friends. Related I'm Deleting My Watchlists On Every Streaming Platform: Here's Why (and How!) Like me, you probably have streaming watchlists bulging with films and TV shows. But do you really need them? Posts 4 The new Netflix TV experience will roll out gradually and globally starting on May 19, but you can see a preview on the Netflix newsroom, and Netflix's Tudum blog right now.

Netflix is Getting a Redesigned UI, AI Search, and New TikTok Style Vertical Feed

Users can also look forward to a TikTok-style vertical feed for easier browsing and discovering new content to watch. The Netflix experience has remained more or less the same over the past decade, but things are now changing in a big way. The streaming giant is well set to introduce its biggest overhaul for its TV and mobile apps, bringing a fresh new interface, along with AI integration and vertical scrolling feed like TikTok. On Wednesday, Netflix shared an official post sharing all the new changes coming to the streaming platform. First, they are giving a much-needed revamp to the homepage with bigger previews, real-time recommendations for content, and an overall modern layout. They have also made shortcuts for search and My List more accessible. Next, they are introducing an AI-powered search engine to their app. Rather than typing out the name, you can search using conversational phrases like "I want to watch something scary with clowns." The feature will be limited to the iOS version of the Netflix app at first. To try it out, users will have to opt in to use it. Lastly, Netflix also joins the plethora of apps adopting a TikTok-style vertical scrolling feed. This will help you browse through snippets of different shows and movies. If you like something, you can add it to your My List or start watching it right away. You can expect to see these changes show up sometime in the coming week or two. Just make sure to keep the Netflix app updated. I am personally looking out for the changes coming to the TV app, as I typically know what I want to watch. But tell us which feature you are more excited about in the comments below?

Netflix Plans Major Overhaul of Homepage Design, OpenAI-Powered Search and TikTok-Style Vertical Feeds

Streaming and Experiences Help Disney Beat Wall Street Expectations in Latest Quarter Netflix is planning a major overhaul of its home page on TV sets, as it continues to push into areas like games and live events. The company says that the new home page will roll out to users in the next few weeks and months, depending on location. "This is not the first change we've made to our home page," says Eunice Kim, Netflix's chief product officer, in a briefing with reporters. "We've been constantly improving it over the last 12 years, mostly behind the scenes, but now, thanks to a combination of new technology and the expansion of our entertainment offerings, we think it's time to take a giant leap forward." The new layout is more clean and modern, featuring visual elements for shows and movies while also managing to cram in more relevant information about them. Titles will receive callouts that highlight popularity, awards or other features, while shortcuts that had been relegated to the left side of the screen will now appear at the top. The company is also overhauling its recommendation engine to be "more responsive to your moods and interests in the moment." Netflix, of course, built its original apps around on-demand TV shows and movies. While that is still at the heart of the offering, live events lime NFL games on Christmas Day, as well as a slate of games, require a more malleable approach. "Our current TV experience was built for streaming shows and movies. This one is designed to give us a more flexible canvas now and in the future," says Kim. "We are always going to keep sight of what we think is the best experience for our members, particularly driving discovery and engagement with all of the movies and shows and live events and games that they love. And we believe that the improvements to the member experience will ultimately drive lots of great outcomes for us as well." The streaming giant also previewed a few other products that it plans to ship in the coming months, including a TikTok-style vertical video feed featuring clips and trailers from its shows and movies (users can click and be taken to the full episode or film) that ill be designed for mobile viewing on the go. "We know that swiping through a vertical feed on social media apps is an easy way to browse video content, and we also know that our members love to browse our clips and trailers to find their next obsession," Kim says. "So in the coming weeks, we'll be testing a vertical feed filled with clips of Netflix shows and movies to make discovery easy and fun. You'll see a row on your mobile home page, and the feed will feature clips from your top picks for you. From there, you'll be able to tap to watch the whole show or movie immediately, or add it to my list, or share the title with friends." In addition, Netflix is partnering with OpenAI on a generative AI search tool that will allow users to ask Netflix for specific recommendations using conversational language. "This company has always had a unique ability to marry incredible technology with incredible entertainment. That's our superpower," says chief technology officer Elizabeth Stone. "Everything starts with great shows and movies that people love. But if you think about all of the areas where Netflix has a big advantage, our reach, our recommendations, our fandom, technology enables all those things. That technology includes AI. "We want you to be able to discover shows in movies using natural conversational phrases, like, 'I want something funny and upbeat,' or 'I want something scary, but not too scary, and also maybe a little bit funny, but not like, ha ha funny.' Believe it or not, that search phrase will actually yield results in the new experience," she adds.