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Netflix to revamp TV app interface, launch iOS AI-powered search

Netflix initiated a major update in May 2025 by revamping its TV app interface and launching an AI-powered search feature for iOS users.
This update responds to years without UI changes and increased competition from services like Disney+, Hulu, and Max, prompting Netflix to enhance content discovery.
The changes include a cleaner TV app layout with a focused homepage, a TikTok-style vertical feed, personalized recommendation improvements, and an opt-in generative AI search powered by OpenAI’s ChatGPT.
Eunice Kim, Chief Product Officer, explained that the AI-powered search enables users to find content more naturally by asking conversational questions, such as requesting comedies centered around friends on vacation.
The rollout began with an iOS beta in select markets and will expand globally to TV and Android platforms, aiming to improve user experience and ease of content navigation.

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Radical change in Netflix if you use it on a TV

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Netflix to revamp TV app interface, launch iOS AI-powered search

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