Netflix is reshaping how users find content with the launch of a new AI-powered search feature and a redesigned TV interface. Announced during its recent tech and product event, the company unveiled a conversational discovery tool powered by OpenAI’s ChatGPT. This new feature allows users to search using natural, everyday language such as “I want something funny and upbeat” or “something scary but not too scary, and maybe a little bit funny.” Initially rolling out this week as an opt-in beta for iOS users, the feature has already seen early testing in Australia and New Zealand.

The AI search is designed to make content discovery easier and more personal, learning from user preferences and delivering results that match specific moods or themes. Netflix follows in the footsteps of other platforms like Amazon, which has introduced voice-based AI search on Fire TV. However, Netflix’s approach is more conversational and intuitive, offering a more immersive way to explore entertainment options.

A Fresh Look for Netflix on TV

Alongside the AI search, Netflix is rolling out a revamped TV interface aimed at simplifying navigation and making it easier to find something great to watch. The new homepage now features more visible shortcuts to Search and My List, relocated from the side to the top of the screen for quicker access. Title information is front and center, helping users make informed choices with callouts like “Emmy Award Winner” or “#1 in TV Shows.”

Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone emphasized that the updated design still feels familiar, but it’s faster, more flexible, and better aligned with how users interact with the platform today. Personalized recommendations have also been improved to reflect users’ interests more accurately in real time, creating a browsing experience that’s not only more intuitive but also more rewarding.

Mobile Innovations and What’s Next

The update doesn’t stop at TV. Netflix is also testing new mobile features, including a vertical video feed packed with short clips from movies and series. Users can tap to watch the full content, add it to My List, or share it with friends, making discovery more interactive and engaging.

Here are some standout features included in the rollout.

• AI-powered search using natural language (iOS beta).
• Redesigned TV homepage with an intuitive layout.
• Real-time personalized recommendations.
• Visible and accessible shortcuts.
• Vertical video feed for quick mobile discovery.

Looking ahead, Netflix plans to continue evolving its platform using generative AI to localize title cards in users' preferred languages and introduce more adaptive, tech-enhanced experiences. As Elizabeth Stone noted, Netflix’s strength lies in combining powerful technology with compelling storytelling—a balance that drives the platform’s ongoing innovation.