Media Netflix tries out AI search and vertical clips
Netflix is experimenting with artificial intelligence to make it easier for users to find suitable films and series. The streaming giant is also taking inspiration from Tiktok.
07.05.2025, 14:33
SDA
In a test, users will be able to write in the search mask, for example, that they want to watch something that is "scary, but not too scary - and maybe a little funny too", said Head of Technology Elizabeth Stone. Netflix is working with the ChatGPT developer OpenAI for the generative AI behind it.
In a further test, users will be able to browse through clips from its range of programs in portrait format in the smartphone app. This is Netflix's response to platforms such as Tiktok, where clips from popular streaming programs are often circulated and discovered by viewers. In the Netflix app, it will also be possible to switch directly from the clips to the films and series, emphasized Head of Product Eunice Kim.
New user interface
In general, Netflix is adapting the user interface of its app on televisions and streaming sticks. For example, users will be made more aware of live broadcasts that are relatively new to the platform. The recommendations should also respond more flexibly to user activity - and also adapt to the time of day.
For Netflix, it is important that the estimated 700 million viewers on the platform always find something that interests them. However, with thousands of films and series, the offering is so broad that Netflix relies on recommendation algorithms. The service is clearly ahead in the streaming race with Hollywood studios such as Disney and Paramount as well as tech giants Apple and Amazon.
