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Inside Netflix’s New AI-Powered Experience: Conversational Search, Smarter Recommendations & a Fresh TV Interface

Netflix Unveils AI Search & New TV UI for Smarter Streaming

Author

AI KATANA
May 07, 2025

Why Netflix Is Doubling-Down on Generative AI

Keeping 270 million+ subscribers engaged is harder than ever. Netflix’s latest product sprint adds generative-AI across search, discovery and interface design to surface titles “responsive to your moods and interests in the moment,” according to Chief Product Officer Eunice Kim.

Conversational Search Comes to iOS

An opt-in beta on iPhone lets members type or speak natural phrases like “I need a witty feel-good movie for tonight.” The query is interpreted by OpenAI models that sit behind a new semantic search layer. Deployment starts with a small test group on iOS, with expansion to other devices “in the coming weeks and months.”

Key benefits

  • No more rigid genre keywords—describe plots, tones or even cast combinations.

  • Faster decision-making: early testers reported a drastic cut in scroll time.

A Smarter, Cleaner TV Homepage

The TV app is getting its first major visual overhaul since 2018. Highlights include:

New Element

What It Does

Central Search & My List

Pinned to the middle of the top nav for one-click access

Context Cards

Labels such as Emmy-Winner or #1 in TV Shows appear before you hit play

Dynamic Rows

“Your Next Watch” and “Today’s Top Picks for You” adjust in real time via AI ranking models

Vertical Clip Feed: TikTok-Style Browsing

On mobile, Netflix will test a vertical feed of autoplaying clips. Tap a clip to watch instantly or add to My List. The feature soft-launches alongside the iOS search beta.

Why It Matters

  • Discovery moat – Conversational search turns Netflix’s 6 000-title catalog into a knowledge graph that rivals any competitor.

  • Retention hedge – Simpler, faster UI reduces “subscription fatigue.”

  • Advertising upside – More precise intent signals power performance ads as Netflix scales its ad-supported tier.