Netflix Redesigns with AI-Powered Search and TikTok-Style Feed

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2025-05-07 20:41:02

Netflix is overhauling its user interface with a generative AI-driven search function and a vertical video feed reminiscent of TikTok. The update, revealed during a recent online presentation, aims to streamline content discovery for mobile users.

The platform has partnered with OpenAI, creator of ChatGPT, to develop a conversational search feature. This tool will allow subscribers to request tailored recommendations using natural language queries. "We’ve long used AI to personalize the rich set of information we provide," a Netflix representative noted, underscoring the company’s continued investment in machine learning.

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