Netflix is rolling out its most significant TV app redesign in a decade, aiming to make browsing and discovering content faster and more intuitive. The new interface introduces a top navigation bar, replacing the old side menu, and features larger, more informative title cards. These changes are designed to reduce the “eye gymnastics” users previously experienced, allowing for easier navigation and quicker access to shows, movies, live events, and even Netflix’s growing gaming section.
A standout feature of this update is the integration of generative AI into the search function. Powered by OpenAI’s technology, the new search allows users to find content using conversational language rather than just keywords. For example, viewers can type or say phrases like “I want something funny and upbeat” or “I want something scary, but not too scary, and maybe a little bit funny,” and receive tailored recommendations instantly. This marks a leap from traditional search, making the process feel more like chatting with a knowledgeable friend.
Netflix’s AI doesn’t just stop at search. The app now offers responsive recommendations that adapt in real time to your viewing habits, search queries, and even actions like giving a show a thumbs-up. As you interact with the platform, the homepage dynamically updates to highlight content that matches your current mood or interests, aiming to minimize endless scrolling and help you find something to watch more quickly.
While the generative AI search is currently in beta and rolling out first to iOS users as an opt-in feature, Netflix plans to expand it to more devices soon. With these updates, Netflix is not only streamlining its interface but also pushing the boundaries of personalized entertainment discovery, setting a new standard for streaming services.
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(Source: Netflix | The Verge | Deadline Hollywood | CNET)
