Netflix gets real-time recommendations on TV, AI search on iPhone

The new interface features callouts within the thumbnails for TV shows and movies telling you its an “Emmy Award winner” or a double thumbs up icon stating “we think you’ll love this.”

The company is also introducing adaptive recommendations that will respond to your likes and dislikes in real-time making them “more responsive to your moods and interests in the moment.”

Netflix says it is elevating the design to make the homepage cleaner and more modern, while making shortcuts to Search and My List more visible by bringing them out of the sidebar and into the top menu.

On the mobile side of things, Netflix officially confirmed the previously reported generative AI-based search feature is coming to iOS users, initially as part of a small-opt-in beta.

Netflix says: “This will allow members to search for shows and movies using natural, conversational phrases like “I want something funny and upbeat.””

The mobile app is also getting a new discovery feature with clips from Netflix shows and movies appearing in a vertical feed. After watching a snippet, you’ll be able to dive right into the show or add it to your list..

“What’s most exciting to me is how our new TV experience gives us the ability to evolve and innovate more easily going forward,” Chief Technology Officer Elizabeth Stone said. “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.”

You can see Netflix’ presentation in the video conference call with reporters below.

Opinion

Real-time adjustments to recommendations and AI-based search feel like potentially game-changing features that can cut down on the hours we spend aimlessly flicking through Netflix wondering what to choose.

Both can get super specific, both proactively and reactively, meaning you’re more likely to find something to watch in a reasonable amount of time.