Netflix Is Testing a New Mobile AI Feature and TikTok-Style Clips to Keep You Tuned In
Ever wonder what it'd be like to open your Netflix phone app and summon very specific title recommendations by saying "martial arts musicals" or "I like barbecue"? It's on the horizon: The streaming service is running beta tests for artificial intelligence-powered search on iOS. The company announced the feature on Wednesday, along with news that it's also experimenting with vertical feeds similar to those on TikTok.
During a preview event for the press, Netflix execs Eunice Kim and Elizabeth Stone revealed what's coming to mobile and the TV app. The streamer partnered with OpenAI to work on its generative AI search feature for mobile, which will enable viewers to find new things to watch (or rediscover old favorites).
Currently available as an opt-in beta test, the tool is designed to understand conversational phrases to help you mine Netflix's library in more ways than just using standard keywords. Recommendations will pop up, and you'll be able to play a title from that selection.
"Starting with search, we want you to be able to discover shows and movies using natural conversational language like 'I want something funny and upbeat', or 'I want something scary, but not too scary, and also maybe a little bit funny, but not like haha funny'," said Stone, Netflix's chief technology officer.
A snapshot of how Netflix's AI-powered search function works on phones.
Netflix
Speaking about upgrades to the interface, Kim, the company's chief product officer, said that in the coming weeks, Netflix will be testing out vertical feeds on its mobile version that caters to how "our members love to browse our clips and trailers to find their next obsession." Another enhancement to its recommendation function, the interactive feed will display short video snippets of TV series and movies on your phone screen.
"You'll see a row on your mobile home page, and the feed will feature clips from your top picks for you," Kim said. "From there, you'll be able to tap to watch the whole show or movie immediately, or add it to my list, or share the title with friends."
Netflix also unveiled an overhaul of its TV home screen, which has been redesigned to simplify navigation and boost tailored recommendations.
The updates and improvements announced Wednesday are the latest in an industry where most major platforms are introducing innovations like Netflix's Moments, Tubi's Scenes and Peacock's AI features. Our coverage on how streaming services keep evolving demonstrates how companies are using tech upgrades for better personalization, interactive features and live programming to help retain viewers. Netflix, which now boasts more than 300 million global subscribers, has been rolling out new additions and features for subtitles, games and more.
(Disclosure: Ziff Davis, CNET's parent company, in April filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.)
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