Netflix has introduced a new AI-powered search tool to enhance the user experience in discovering shows and movies. The update is part of a broader redesign of the TV and mobile experience, designed to be faster, easier to use, and more tailored to individual preferences.
Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone shared the update during a recent presentation. They explained that the goal was to create a simpler, more intuitive platform for viewers worldwide.
The new search tool is being tested on iOS and will allow users to look for content using everyday phrases. Instead of typing specific titles or genres, users can ask for suggestions naturally, like saying, “I want something funny and upbeat.” This conversational approach is designed to make discovery quicker and more engaging.
Kim said, “What’s most exciting to me is how our new TV experience gives us the ability to evolve and innovate more easily going forward. That’s how we’re going to make the Netflix people know even better. And it’s how we’ll continue to connect them with even more shows, movies, and games they’ll love.”
This is Netflix’s new AI-powered search
It lets members find shows and movies using natural, conversational phrases like “I want something funny and upbeat.” pic.twitter.com/j2oc6FdpLd
— ㆅ (@howfxr) May 7, 2025
Alongside the AI search, Netflix is introducing changes to the TV homepage. These updates include clearer shortcuts, more detailed content highlights, and a cleaner design.
Once placed on the side of the screen, shortcuts for “Search” and “My List” will now appear at the top for easier access.
Titles will also display helpful tags, like “Emmy Award Winner” or “#1 in TV Shows,” to guide decision-making.
The homepage recommendations are updated in real-time, adapting to viewers’ behavior and preferences. According to Kim, the redesign was developed with flexibility in mind. It aims to support a wide variety of content and highlight what makes each show or movie stand out.
Netflix is also experimenting with a new discovery method. In the weeks to come, a vertical video feed filled with short clips from Netflix content will be tested. Users can tap on a clip to immediately start watching, save it to their list, or share it with friends. This feature is designed to make exploration more visual and interactive.
Stone emphasized the company’s continued focus on blending technology with entertainment. She described the changes as part of a broader effort to stay ahead in a competitive streaming market by constantly improving the user experience.
The redesigned TV experience and AI-powered search tool will become available to global Netflix users over the coming weeks and months.
