In a groundbreaking initiative to address one of the biggest annoyances of streaming—endless scrolling—Netflix has introduced a significant redesign of its TV and mobile applications. This upgrade includes a ChatGPT-powered AI chatbot and video reels inspired by TikTok.
Users will soon be able to communicate with Netflix using simple phrases to express their preferences, such as “funny and fast-paced” or “dark thrillers with strong female leads,” receiving quick, customized recommendations.
This feature, powered by a collaboration with OpenAI, is part of a larger redesign aimed at enhancing content discovery and making it more user-friendly and enjoyable.
Key Changes
Conversational AI Search: Using technology from OpenAI, this new feature lets you type or speak your viewing desires as if chatting with a friend.
TikTok-style Reels: Enjoy vertical, swipeable video clips on mobile that allow you to preview shows and movies. If you like what you see, simply tap to watch, save, or share.
Improved Design: Netflix is enhancing navigation, providing real-time recommendations, and making it easier to access content in “My List.”
Netflix has utilized AI for years to tailor artwork and recommendations, but now they’re taking it even further.
“Generative AI enables us to enhance our offerings,” said CTO Elizabeth Stone. “It benefits both our members and the creators we collaborate with.”
Chief Product Officer Eunice Kim noted that this represents Netflix’s “most significant advancement” in homepage design over the last decade.
Rollout Information
The new features are initially being released in beta on iOS, with a more extensive rollout expected in the upcoming months. Users will need to opt in to access the AI-driven search.
As Netflix shifts its focus towards AI-driven discovery, it is gradually retiring its last two interactive titles, “Black Mirror: Bandersnatch” and “Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend.” Meanwhile, competitors like Amazon are already experimenting with generative AI in Prime Video and Alexa.
This development may finally address one of streaming’s most frustrating challenges and herald a new era of AI-enhanced entertainment experiences.
Still unsure of what to watch? Soon, asking will be all you need to do.
