Netflix's AI Search Tool & Vertical Video Feed Coming Soon

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Netflix’s Big Update: AI-Powered Search and Vertical Video Feed Coming Soon

Written by Aaron S.,

Editor-In-Chief

Last Updated: May 08, 2025

Key Takeaways

Netflix is adding a generative AI search tool to make finding shows easier through natural conversation;
A TikTok-style vertical video feed is coming to Netflix’s mobile app to help users discover new content faster;
Netflix says the updates reflect 12 years of development and aim to better match global audiences with its content.

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Netflix has announced plans to update its home screen with two major changes, a new search tool using generative artificial intelligence (AI) and a vertical video feed similar to TikTok.

Shared during an online event held by the company on May 6, the updates are aimed at helping users find new shows and movies more easily.

The upgraded search function is being developed with OpenAI. It will let viewers ask for suggestions in plain, everyday language instead of using simple keywords. This should make it easier for users to get recommendations that suit their tastes.

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Elizabeth Stone, Netflix’s chief technology officer, explained during the event that the company has used AI for some time to adjust summaries, artwork, and trailers to better fit each viewer’s preferences. She said the new AI tools will build on this by making it possible to display Netflix content in more languages and reach more people around the world.

Chief Product Officer Eunice Kim pointed out that this redesign has been in development "over the last 12 years". She added, "But now, thanks to a combination of new technology and the expansion of our entertainment offerings, we think it’s time to take a giant leap forward".

Netflix also plans to test the new vertical video feed on mobile devices. This feature will show short clips from movies and shows. If a viewer likes what they see, they can tap to watch the full version, add it to a personal list, or share it with others.

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