In a bold move to tackle one of streaming’s biggest frustrations, endless scrolling, Netflix just unveiled a major redesign of its TV and mobile apps featuring a ChatGPT-powered AI chatbot and TikTok-style video reels.
You’ll soon be able to ask Netflix in plain language what you’re in the mood for “funny and fast-paced” or “dark thrillers with strong female leads” and get instant, tailored recommendations.
Netflix is partnering with OpenAI to power this feature, part of a broader overhaul aimed at making content discovery faster, more intuitive, and (finally) less painful.
What’s changing
Conversational AI Search: Alimentato da OpenAI, this new tool lets you type or speak what you want to watch like you’re chatting with a friend.
TikTok-style Reels: Vertical, swipeable video clips on mobile will let you preview shows and movies. Like it? Tap to watch, save, or share.
Smarter Design: Netflix is simplifying navigation, boosting real-time recommendations, and surfacing “My List” content faster.
Netflix says it’s used AI for years to personalize artwork and recommendations. Now it’s going deeper.
“Generative AI allows us to take this a step further,” said CTO Elizabeth Stone. “It’s great for our members and for the creators we work with.”
Chief Product Officer Eunice Kim added that this is Netflix’s “biggest leap forward” in homepage design in over a decade.
Rollout details
The updates are launching in beta on iOS first, with a broader release expected in the coming months. Users must opt in to test the AI-powered search.
Netflix is quietly sunsetting its last two interactive titles, “Black Mirror: Bandersnatch” and “Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend”, as it refocuses on AI-driven discovery. Meanwhile, competitors like Amazon are already testing generative AI in Prime Video and Alexa.
This could finally fix one of streaming’s most annoying problems and signal a new wave of AI-infused entertainment experiences.
Still wondering what to watch? Soon, you can just ask.
