Netflix overhaul adds AI-driven search and TikTok-style discovery

Netflix is overhauling its platform, betting that generative AI and a more intuitive interface will cut through content clutter and keep subscribers watching. The streaming giant announced a sweeping redesign for its TV and mobile apps, featuring a new conversational search powered by OpenAI. The changes should make finding the next binge-watch feel less like a chore and more like getting a recommendation from a friend.

AI assistance: A new generative AI search is key to the mobile experience, letting users ask for shows with natural language, like “I want something funny and upbeat.” Netflix CTO Elizabeth Stone explained, “Generative AI allows us to take this a step further,” moving beyond keyword searches to a conversational discovery process. The feature is rolling out as an opt-in beta on iOS.

Interface refresh: The TV homepage gets a major facelift, designed to be “simpler, more intuitive, and better represents the breadth of entertainment on Netflix today,” said Chief Product Officer Eunice Kim. This brings more responsive, real-time recommendations that adapt to a user’s current mood and interests. Shortcuts for search and user lists will also be more prominent.

New discovery tools: For easier discovery, Netflix is testing a TikTok-style vertical video feed on mobile, presenting short clips of shows and movies. Users can tap these clips to watch the full title, add it to their list, or share it. The approach mirrors an industry trend of using short-form video for engagement.

Future focus: These updates, reflecting years of development according to Netflix, are part of a strategy to make its vast library more accessible as it expands into live events and gaming. Stone noted the new TV experience provides “the ability to evolve and innovate more easily going forward,” helping Netflix better connect viewers with its growing content range.