Netflix announced on Wednesday that it will soon revamp its TV interface and launch a new search feature based on generative artificial intelligence on iOS. The update aims to give subscribers the ability to search for content using natural, conversational phrases such as "I want something funny and upbeat."
These developments come as the streaming giant tries to strengthen its position in an increasingly competitive market, amid economic uncertainty where the threat of a US recession could dampen household spending.
The new home screen of the Netflix TV app will feature more personalized recommendations. The "My List" section and search function will also be repositioned at the top of the interface for improved accessibility.
At the same time, the company plans to roll out mobile improvements in the coming weeks, including testing a vertical feed of series and movie clips. Users will be able to click on a video to launch the full version.
With this technological offensive, Netflix aims not only to retain its subscribers, but also to refine its discovery tools in the face of an ever-expanding and fragmented offering.
