Streamer embracing tech for updated search function to improve audience experience
Netflix is to introduce the use of generative AI in its mobile search function, as part of a relaunch of its user experience and homepage.
Within a global redesign to roll out in the next few weeks, the streamer behind The Four Seasons will focus on serving more responsive recommendations based on users’ moods and interests. This will include the introduction of a new search feature on iOS mobile operating systems to allow members to search for shows using conversational phrases like “I want something funny and upbeat”.
Netflix will also test an enhanced search function designed to help audiences discover new shows. The vertical feed will be filled with clips of shows and users can tap on them to watch immediately, add to My List or share with friends.
The changes were unveiled today by chief product officer Eunice Kim and chief technology officer Elizabeth Stone, who also teased a “simpler, easier, and more intuitive” design of the homepage.
Kim said: “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.”
Stone added: “Obviously, everything starts with great shows and movies that people love. But if you think about all of the areas where Netflix has a big advantage — our reach, our recommendations, our fandom — tech enables all those things.
“What’s most exciting to me is how our new TV experience gives us the ability to evolve and innovate more easily going forward. That’s how we’re going to make the Netflix people know even better. And it’s how we’ll continue to connect them with even more shows, movies and games they’ll love.”
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