Netflix adds AI powered by ChatGPT to keep you from scrolling forever
In a bold move to address one of streaming’s biggest frustrations, endless scrolling, Netflix just unveiled a major redesign of its mobile and TV apps that includes an AI chatbot powered by ChatGPT and TikTok-style video reels.
Soon you’ll be able to ask Netflix in plain language what you want to watch: “fun, fast-paced thrillers” or “dark thrillers with strong female leads” and get instant, personalized recommendations.
Netflix is partnering with OpenAI to power this feature, part of a broader overhaul aimed at making content discovery faster, more intuitive, and (finally) less painful.
What is changing?
AI Conversational Search: Developed by OpenAIThis new tool allows you to write or say what you want to see as if you were chatting with a friend.
TikTok style reels: Vertical swipeable video clips on mobile will allow you to preview shows and movies. Do you like it? Tap to watch, save or share.
Smarter design: Netflix is simplifying navigation, boosting real-time recommendations, and showing “My List” content more quickly.
Netflix says it has used AI for years to personalize artwork and recommendations. Now it’s deeper.
“Generative AI allows us to go one step further,” said CTO Elizabeth Stone. “It’s great for our members and the creators we work with.”
Chief Product Officer Eunice Kim added that this is Netflix’s “biggest advancement” in homepage design in more than a decade.
Release details
The updates will first be released in beta on iOS, with a broader rollout expected in the coming months. Users should choose to try AI-powered search.
Netflix is quietly shutting down its latest two interactive titles, “Black Mirror: Bandersnatch” and “Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend,” as it refocuses on AI-powered discovery. Meanwhile, competitors like Amazon are already testing generative AI in Prime Video and Alexa.
This could finally solve one of streaming’s most annoying problems and signal a new wave of AI-powered entertainment experiences.
Still wondering what to watch? Soon you will be able to ask.
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