Netflix to Introduce Generative AI Search and TikTok-Like Dynamic Feeds

Netflix is revamping its homepage by introducing a generative AI-powered search feature alongside a TikTok-style vertical video feed. These updates aim to help users discover new shows and movies more quickly. The company unveiled these changes during an online presentation earlier this week.

In addition to the visual redesign, Netflix is collaborating with OpenAI, the creator of ChatGPT, to develop a new generative AI-driven search tool. This feature will enable users to request personalized recommendations using natural, conversational language.

"We've long utilized AI to personalize the rich set of information for each title we offer, including synopses, artwork, and trailers, allowing members to choose content that suits them," said Netflix CTO Elizabeth Stone during the presentation. "Generative AI takes this a step further by showcasing our titles in more languages and regions worldwide, benefiting both our members and the creators we collaborate with."

The streaming giant stated that this redesign reflects years of behind-the-scenes development and is now ready for a more significant transformation. While Netflix did not specify when the new features would be available to all users, it mentioned they would roll out gradually.

"This isn't our first time making changes to the homepage," said Netflix Chief Product Officer Eunice Kim. "Over the past 12 years, we've been continuously refining it, mostly behind the scenes. However, thanks to the convergence of new technologies and the expansion of our entertainment offerings, we believe it's time to take a big leap forward."

In the coming weeks, Netflix plans to begin testing a mobile vertical feed that showcases clips from its shows and movies, designed to make content discovery easier and more enjoyable. Users can click to watch full titles, add them to their lists, or share them with others.

"When we first started thinking about this project, we wanted to create a more flexible experience that adapts to our vast range of entertainment offerings, responds more intuitively to member needs, and highlights the most exciting moments on Netflix," Kim explained.

Netflix also announced that the enhanced AI experience will come to mobile devices, starting with the launch of the search feature on iOS. Users who wish to access this feature will need to opt into the beta version.

The streaming leader aims to make the process of finding something to watch feel more like having a conversation with a friend rather than searching through a database with keywords. Netflix has not disclosed whether user data will be shared with OpenAI, and the company has not immediately responded to requests for comment.

While Netflix focuses on personalization and discovery, it is also cutting back on some experimental content. As part of a broader shift in its content strategy, Netflix is removing its last two interactive titles—Black Mirror: Bandersnatch and Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend—from the platform.

Netflix did not clarify whether the removal is related to the platform's redesign.

With its new AI-powered search, Netflix is following in the footsteps of Amazon, which began rolling out its generative AI tools to Prime Video in 2024 and Alexa in 2025. While the goal is to enhance user experience, the results have been mixed.