Watching Netflix on your phone is about to become a lot more interactive.
Ever wondered what it would be like to open the Netflix app on your phone and simply say “martial arts musicals” or “I like barbecue” to get tailored title suggestions? That feature could be coming soon. Netflix is currently beta testing an AI-powered search tool on iOS, the company announced on Wednesday. They’re also trying out vertical content feeds, similar to what you see on TikTok.
At a recent press preview, Netflix executives Eunice Kim and Elizabeth Stone shared what users can expect from the upcoming changes to both the mobile and TV apps. The streaming platform has teamed up with OpenAI to develop this generative AI search for mobile, which will help users discover new content—or rediscover old favorites.
Advertisement Now available through an opt-in beta test, the feature is built to understand conversational queries, making it easier to explore Netflix’s vast library beyond standard keyword searches. Once results are generated, you’ll have the option to immediately play one of the suggested titles.
Starting with search, we want you to be able to discover shows and movies using natural conversational language like ‘I want something funny and upbeat’, or ‘I want something scary, but not too scary, and also maybe a little bit funny, but not like haha funny’,
said Stone, Netflix’s chief technology officer
Discussing improvements to the interface, Kim, Netflix’s chief product officer, shared that in the coming weeks, the company will begin testing vertical feeds on its mobile app. This update reflects how “our members love to browse our clips and trailers to find their next obsession.” The new interactive feed will feature short video clips from TV shows and movies right on your phone screen.
You’ll see a row on your mobile home page, and the feed will feature clips from your top picks for you, From there, you’ll be able to tap to watch the whole show or movie immediately, or add it to my list, or share the title with friends.
Kim said
Netflix also revealed a revamped design for its TV home screen, aimed at making it easier to navigate while offering more personalized recommendations.