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Netflix Is Adding Generative AI Search and a TikTok-Style Feed

By: decrypt|2025/05/08 04:45:02
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Artificial Intelligence Netflix Is Adding Generative AI Search and a TikTok-Style Feed As Netflix rolls out generative AI, the streaming giant is unironically retiring a Black Mirror interactive title. In brief An upcoming Netflix redesign will feature a TikTok-like feed on mobile. Netflix is integrating generative AI to let users request personalized recommendations. Decrypt’s Art, Fashion, and Entertainment Hub. Netflix is redesigning its home screen with a generative AI-powered search feature, along with a TikTok-style vertical video feed for mobile to help users discover new shows and movies faster. The company unveiled the update during an online presentation on Tuesday. Along with the visual redesign, Netflix is working with ChatGPT creator OpenAI to develop a new search feature powered by generative AI. The feature will allow users to request personalized recommendations using natural, conversational language. “We've long used AI to personalize the rich set of information that we provide about each title, including synopses, artwork, and trailers, so that members can choose something that is a good match for them,” Netflix chief technology officer Elizabeth Stone said during the presentation. “Generative AI allows us to take this a step further, for example, by showcasing our titles in more languages and locations around the world, which is great for our members and great for the creators we work with.” The streaming giant said the redesign reflects years of behind-the-scenes development, and is now ready for a more visible transformation. Netflix did not specify when the new features would be available for all users, but pointed to a gradual release. “This is not the first change we’ve made to our home page,” said Netflix Chief Product Officer Eunice Kim. “We’ve been constantly improving it over the last 12 years, mostly behind the scenes. But now, thanks to a combination of new technology and the expansion of our entertainment offerings, we think it’s time to take a giant leap forward.” In the coming weeks, Netflix said it will begin testing the mobile vertical feed featuring clips from its shows and movies, designed to make content discovery easier and more enjoyable. Users can tap to watch the full title, add it to their list, or share it with others. “When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members' needs, and capable of elevating the most thrilling moments on Netflix,” Kim said. Netflix said an upgraded AI experience is also coming to mobile, starting with a search feature on iOS. Users who want to access the feature will have to opt into the beta. The streaming giant says its goal is to make searching for something to watch feel more like talking to a friend, rather than typing keywords into a database. Netflix did not disclose whether it would be sharing user data with OpenAI, and the company did not immediately respond to a request for comment. While Netflix is leaning toward personalization and discovery, it is also trimming some of its experimental content. As part of a broader shift in its content strategy, Netflix is removing its last two interactive titles—"Black Mirror: Bandersnatch" and "Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend"—from the platform. Netflix did not say if the removals were due to the platform’s redesign. With its new AI-powered search, Netflix is following in the footsteps of Amazon, which began rolling out its own generative AI tools to Prime Video in 2024 and to Alexa in 2025. While the goal was to enhance the user experience, the results have been mixed . Edited by Andrew Hayward Generally Intelligent Newsletter

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