Netflix Brings Conversational AI to Content Search
Netflix is taking a bold leap forward in personalized streaming with the launch of a new generative AI-powered search tool. The feature, now available in beta for a select group of iOS users, lets viewers find content using natural language like “scary, but not too scary” or “a feel-good rom-com set in the 90s.”
The innovation is part of a broader push to improve how users discover content. “We want you to be able to discover shows and movies using natural conversational phrases,” said Elizabeth Stone, a senior Netflix executive, during a recent media briefing.
AI as Netflix’s “Superpower”
Stone believes Netflix’s strength lies in blending entertainment with cutting-edge technology. “One of the reasons I joined (and why I stay) is because this company has always had a unique ability to marry incredible technology with incredible entertainment. That’s our superpower,” she said.
She added that AI already plays a role in customizing experiences, from personalized artwork to language support for international viewers. “Generative AI allows us to take this a step further,” Stone said, referring to the platform’s push into deeper personalization and global accessibility.
Moving Beyond Traditional Recommendations
For years, Netflix has relied on machine learning and user behavior to recommend shows and movies. But with the addition of generative AI, the streaming service aims to deliver even more tailored experiences. “Until now, we’ve been leveraging machine learning and AI to suggest titles we think you’ll like,” said Stone. “We think our recommendations do a pretty good job. [But] we believe we can do even better.”
She explained that the new AI systems could respond more dynamically to users’ real-time needs. For instance, recommendations might now consider what trailers a viewer recently watched or which actors they’ve searched for.
Creators Stay in Control
Despite the rise of AI tools, Netflix is careful not to overshadow human creativity. Stone was clear that these tools are designed to assist, not replace, the creative minds behind Netflix’s content. “We also see AI and now GenAI as really a creator’s tool,” she said, noting that many filmmakers and writers are already experimenting with these technologies under Netflix’s guidance.
This sentiment echoes that of other industry leaders. Phiona Okumu, Spotify Africa’s head of music, emphasized during the 2025 Spotify transparency report that while AI can support discovery, “It’s the human element which drives discovery on Spotify.”
Inspiration from Spotify’s AI Tools
Netflix’s new direction mirrors recent developments at Spotify, which rolled out AI Playlist features in parts of Africa, Asia, Europe, and the Caribbean. Spotify users can now type phrases like “workout music to make my ex jealous” to generate mood-based playlists.
Like Spotify, Netflix sees natural language inputs as the key to unlocking better user experiences. Both platforms are exploring how AI can shift recommendations from algorithmic assumptions to conversational prompts.
A Fresh Look for TV and Mobile Users
Alongside the AI rollout, Netflix is unveiling a redesigned TV interface and a vertical video feed for mobile users. The changes are designed to make finding new content easier and more visually engaging. “Our redesigned TV homepage is simpler, more intuitive, and better represents the breadth of entertainment on Netflix today,” said Eunice Kim, Netflix’s chief product officer.
These updates, Kim said, also enhance discoverability. “It’s better at the most important thing, which is helping our members easily find shows, movies, live events, and games that they’ll love.”
Vertical Feed Adds Social Media Feel
Netflix’s new vertical video feed on mobile mimics social media scrolling, allowing users to swipe through short clips from top picks. “You’ll see a row on your mobile homepage, and the feed will feature clips from your top picks for you,” said Kim. From the clip, users can immediately begin watching, save to their list, or share the title with friends.
The feed builds on Netflix’s earlier Moments feature, which let users save and share favorite scenes. According to Kim, the most saved moment so far is the kiss between Vi and Caitlyn in Arcane season two, with Squid Game contributing five of the top ten most saved clips.
A Streaming Future Powered by Intuition
Netflix’s GenAI feature is still in beta, but the direction is clear: the platform aims to become more responsive, personal, and human-friendly in its recommendations. As Stone explained, “We’re making the recommendations on the homepage more responsive to your needs and interests in the moment.”
Whether you want “high-stakes drama with a happy ending” or just “something chill for a Sunday night,” Netflix’s AI might soon understand you better than ever before.
