Key Takeaways
- Netflix is rolling out a significant redesign of its user interface, its biggest in a decade.
- The update includes a new AI-powered search feature, developed with OpenAI, allowing users to ask for recommendations using natural, conversational language.
- A TikTok-style vertical video feed for mobile will showcase trailers and clips to help users discover content.
- The redesign aims for easier navigation and will better integrate Netflix’s growing library of games and live events.
- These changes are intended to make finding something to watch more intuitive and engaging.
Artificial intelligence is making waves in the media world, and OpenAI, the company behind ChatGPT, is at the forefront. Now, OpenAI is teaming up with Netflix for an exciting new venture.
Netflix is overhauling its user interface and, as part of this, is working with OpenAI on a generative AI search tool. This tool will let you ask Netflix for very specific recommendations using everyday language, according to The Hollywood Reporter.
During a briefing, Netflix’s chief technology officer, Elizabeth Stone, highlighted the company’s strength in blending technology with entertainment. “Everything starts with great shows and movies that people love,” Stone said, adding that technology, including AI, enhances areas like reach, recommendations, and fandom.
She explained the new search feature, saying, “We want you to be able to discover shows in movies using natural conversational phrases, like, ‘I want something funny and upbeat,’ or ‘I want something scary, but not too scary, and also maybe a little bit funny, but not like, ha ha funny.’” Apparently, such specific requests will yield results in the new experience.
This could be a game-changer for those who get overwhelmed by Netflix’s vast library. The company is also introducing a vertical video feed for mobile, similar to TikTok, which will play trailers and clips to draw users in.
Netflix’s existing recommendation algorithm is also getting an update to be “more responsive to your moods and interests in the moment.” These changes are part of a broader homepage redesign, which began testing last year and marks the most significant interface update in ten years, as noted by Reuters.
Netflix says this new design will be easier to navigate and provide more comprehensive information as you browse. While the old interface was built for shows and movies, the new one will also incorporate Netflix’s push into gaming and live events.
Eunice Kim, Netflix’s chief product officer, stated, “Our current TV experience was built for streaming shows and movies. This one is designed to give us a more flexible canvas now and in the future.”
Kim emphasized that the goal is to improve discovery and engagement across all content types. Netflix believes these improvements to the user experience will ultimately benefit the company as well.
The redesign is set to roll out globally over the next few weeks, having started on May 19, according to Netflix.
