Netflix launches AI search and TikTok-style redesign

Netflix is reinventing its user interface with AI-driven features and a design that better accommodates its expanding content offerings beyond traditional shows and movies. The overhaul, the largest in over a decade, introduces conversational AI search capabilities, vertical video scrolling for mobile users, and improved infrastructure for live events and sports. This redesign positions the streaming giant to compete more effectively against attention-grabbing platforms like TikTok while supporting Netflix’s strategic expansion into gaming, live programming, and sports content.

The big picture: Netflix’s redesign represents its most significant user experience update in more than a decade, fundamentally reimagining how viewers discover and interact with content.

• Chief Product Officer Eunice Kim emphasized that the current TV experience was built primarily for shows and movies, while the new interface is “designed for the future.”
• The interface introduces TikTok-inspired vertical scrolling features for mobile users, acknowledging the competitive pressure from short-form video platforms.

Key improvements: The overhaul introduces AI-powered search capabilities that can understand conversational requests and abstract concepts.

• The new search functionality can process natural language queries like “I want something upbeat and funny,” delivering highly personalized recommendations.
• Generative AI technology will create customized title information in multiple languages, enhancing the global user experience.

Mobile enhancements: Netflix is significantly upgrading its mobile interface with features designed for on-the-go content consumption.

• A new “Moments” feature allows users to save, rewatch, and share specific clips from shows and movies.
• The vertical video browsing experience aims to make content discovery more intuitive and engaging for mobile users.

Strategic expansion: The redesign accommodates Netflix’s growing portfolio beyond traditional streaming content.

• The interface includes improved reminder systems and homepage features for live events and sports content.
• Enhanced network capabilities have been implemented to handle peak demand during popular live broadcasts.

Behind the scenes: The interface redesign includes practical navigation improvements to streamline the user experience.

• Key shortcuts like the My Netflix tab now appear more prominently at the top of the screen.
• The global rollout signals Netflix’s commitment to creating a consistent experience across its worldwide user base.