In a groundbreaking effort to address one of the most frustrating aspects of streaming—endless scrolling—Netflix has just launched a significant redesign of its TV and mobile applications, featuring an AI chatbot powered by ChatGPT and video reels reminiscent of TikTok.
Soon, you’ll be able to communicate with Netflix in everyday language, asking for recommendations like “funny and fast-paced” or “dark thrillers with strong female leads,” and receive instant, personalized suggestions.
In collaboration with OpenAI, Netflix aims to enhance the content discovery process, making it quicker, more intuitive, and ultimately less frustrating.
What’s New
Conversational AI Search: This feature, powered by OpenAI, allows you to type or speak your desired content in a conversational manner, as if you were chatting with a friend.
TikTok-style Reels: Enjoy vertical, swipeable video clips on mobile that let you preview shows and movies. If you like what you see, you can tap to watch, save, or share.
Enhanced Design: Netflix is refining its interface to simplify navigation, improve real-time recommendations, and make “My List” content more accessible.
Netflix has been using AI for years to customize artwork and make recommendations; now they are going even further.
“Generative AI enables us to advance this capability significantly,” stated CTO Elizabeth Stone. “It benefits both our members and the creators we collaborate with.”
Chief Product Officer Eunice Kim mentioned that this represents Netflix’s “most significant advancement” in homepage design in over ten years.
Rollout Information
The new features will initially roll out in beta for iOS, with a wider release anticipated in the coming months. Users will need to opt in to experience the AI-driven search.
As Netflix refocuses on AI-assisted discovery, it is discreetly retiring its last two interactive titles, “Black Mirror: Bandersnatch” and “Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend.” Meanwhile, competitors such as Amazon are already experimenting with generative AI in Prime Video and Alexa.
This initiative could finally resolve one of the most annoying issues in streaming and herald a new era of AI-enhanced entertainment experiences.
Still unsure of what to watch? Soon, you can simply ask.
