Netflix leans into AI to help you find what to watch faster

Netflix is revolutionizing its TV app experience with a major redesign focused on improved discovery and personalization. The overhaul represents the streaming giant’s most significant interface update in years, addressing navigation challenges while leveraging AI to enhance content discovery. These changes arrive as streaming services increasingly compete on user experience and recommendation quality to retain subscribers in an increasingly crowded market.

The big picture: Netflix is launching a completely redesigned TV app experience that puts content front and center with a streamlined, modern interface.

• The new design features a prominent top navigation bar replacing the current sidebar, with dedicated sections for home, shows, movies, games, and saved content.
• Netflix has been testing this redesigned version since last year, marking a significant departure from its longstanding interface.

Key details: The updated home page organizes content into categories with large main cards displaying information like release dates and descriptions without requiring additional clicks.

• Each content section features a large main card that displays relevant information automatically as users navigate through options.
• The new design eliminates the need to click into individual shows to access basic details, streamlining the browsing experience.

AI enhancements: Netflix is leveraging artificial intelligence to improve both search and recommendations across its platform.

• A new generative AI search feature for iOS will allow users to search using conversational language like “I want to watch something funny and upbeat.”
• The platform’s recommendation system has been improved to better respond to users’ “moods and interests in the moment,” creating more personalized content suggestions.

Mobile innovations: The streaming service is also testing TikTok-inspired features to make content discovery more engaging on mobile devices.

• Netflix is experimenting with a vertical feed of clips from its shows and movies that mimics the popular short-form video format.
• The company describes the mobile feed as designed to “make discovery easy and fun” for users on smartphones and tablets.

Rollout timeline: The redesigned experience will be implemented gradually across platforms over the coming months.

• The new TV interface will begin appearing for users “in the coming weeks and months.”
• The AI search feature will launch as a small, opt-in beta test on iOS devices initially.