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Netflix Tests AI-Powered Search and TikTok Layout for Mobile App

On Wednesday, Netflix announced testing AI-powered search and TikTok-style vertical feeds for its mobile and TV apps to enhance user discovery.
The updates stem from a partnership with OpenAI to develop generative AI search features that understand conversational phrases for better recommendations.
The new search tool, available as an opt-in iOS beta, lets users find content using casual language and introduces vertical video previews adapted to members' browsing habits.
Chief Product Officer Eunice Kim explained that the vertical feeds are designed for users who enjoy exploring short videos and previews to discover new favorites, while Chief Technology Officer Elizabeth Stone emphasized the enhanced conversational features of the updated search function.
Netflix aims to roll out these AI-driven features globally in the coming weeks to improve content discovery and interface simplicity amid growing platform offerings.

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Digital Trends

Center

I saw the future of AI on Netflix. It skips hype and finds a purpose

Netflix is embracing AI to improve the streaming experience for the average viewer. Thankfully, the approach is steeped in practicality, and not AI gimmicks.

5 months ago·United States

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Greek Reporter

Right

Netflix Unveils AI-Powered Search Tool for Personalized Recommendations

Netflix introduces a new AI search feature and homepage redesign. Credit: Dominic Smith / CC BY 2.0 Netflix has introduced a new AI-powered search tool to enhance the user experience in discovering shows and movies. The update is part of a broader redesign of the TV and mobile experience, designed to be faster, easier to use, and more tailored to individual preferences. Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Ston…

5 months ago

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VentureBeat

Center

Netflix unveils new TV experience with GenAI search and AI-based recommendations

Netflix unveiled its new TV experience that features generative AI search, AI-based recommendations and an enhanced design.

5 months ago·San Francisco, United States

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cnet

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watchinamerica.com

Center

Netflix Tests AI-Powered Search and TikTok Layout for Mobile App

Streaming Netflix on your phone is about to get more interactive.

5 months ago·New York, United States

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Technologue

Netflix Trials Vertical Short Videos to Compete with TikTok and Reels

Technologueid Jakarta Netflix is testing a short video feature on its platform. This feature will be one of the company's strategies to compete with similar concepts from TikTok, ...

5 months ago

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bitdegree.org

Netflix's AI Search Tool & Vertical Video Feed Coming Soon

Netflix has announced plans to update its home screen with two major changes, a new search tool using generative artificial intelligence (AI) and a vertical video feed similar to TikTok.

5 months ago

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