Netflix is launching new TV interface and AI mobile features

Netflix users globally can expect a revamped TV interface starting on May 19. The streaming platform is also incorporating an AI search feature to the iOS mobile app.

The updates arrive as Netflix seeks to maintain and expand its market share amid growing uncertainties and concerns about a potential U.S. recession curbing consumer spending.

The new TV interface will reposition navigation shortcuts to search, shows, movies, games and "My Netflix" to the top that remains visible, instead of an expandable sidebar. The categories tab will be expandable from the search button. Recommendations will be more responsive and refresh based on the user's viewing, searching and browsing history. Titles will offer more information directly, with highlights like "Emmy Award winner" and "highly rewatched."

Netflix also announced the incorporation of AI in the discovery experience, starting with a new search feature on their mobile platform. It will roll out to users this week as an opt-in beta on iOS.

Users will soon be able to search for shows and movies with natural, conversational phrases like "I want something funny and upbeat," in addition to recommendations being generated through machine learning and AI. Generative AI will also showcase titles in more languages and locations around the world.

The streaming giant is also riding along the wave of social media vertical videos. They'll be testing a vertical feed on mobile in the coming weeks with clips of shows and movies. Users will be able to scroll and tap on the clip and start watching immediately, add it to "My List" and share it with friends.

Chief product officer Eunice Kim said in a press release that the company wanted to create a more intuitive and responsive experience that was more flexible for their broad entertainment offerings.

The update and technology innovations are part of Netflix's continuous efforts to expand its features after introducing games inspired by its content, such as Too Hot to Handle and Squid Game, and live streaming events like Jake Paul vs Mike Tyson, which broke streaming records.