Artificial intelligence is the hottest new trend in media, and OpenAI, specifically, is the biggest game in town. The company behind ChatGPT is making flashy new partnerships left and right, and the latest is an unholy union of two of tech’s biggest disruptors: OpenAI and Netflix. The streaming service is overhauling its user interface, and collaborating with OpenAI on a generative AI search tool “that will allow users to ask Netflix for specific recommendations using conversational language,” per The Hollywood Reporter.
In a briefing with reporters (via THR), chief technology officer Elizabeth Stone said, “This company has always had a unique ability to marry incredible technology with incredible entertainment. That’s our superpower. Everything starts with great shows and movies that people love. But if you think about all of the areas where Netflix has a big advantage, our reach, our recommendations, our fandom, technology enables all those things. That technology includes AI.” She explained, “We want you to be able to discover shows in movies using natural conversational phrases, 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, ha ha funny.’ Believe it or not, that search phrase will actually yield results in the new experience.”
Perhaps such a tool will actually help those who experience decision paralysis when faced with Netflix’s vast library of content. Or perhaps the other updates to the app’s UI will only make people more likely to get stuck in an endless scroll. The company also plans to implement a TikTok-esque vertical video feed for mobile that will play trailers and clips of shows and movies to entice users to watch. And of course there’s still Netflix’s own recommendation algorithm, which is being updated to be “more responsive to your moods and interests in the moment.”
These updates are part and parcel of the streamer’s new homepage redesign, which has been in the works for a while and began testing last year. (The reported removal of Netflix’s last interactive specials was supposedly clearing the way for this new update.) It represents the biggest overhaul the company has implemented in a decade (per Reuters). Netflix is touting this design as easier to navigate with more comprehensive information about users’ selections while they browse. And while the “old” Netflix UI was designed as a film and television library, the redesign will also incorporate the streamer’s push into gaming and live events.
“Our current TV experience was built for streaming shows and movies. This one is designed to give us a more flexible canvas now and in the future,” Eunice Kim, Netflix’s chief product officer, said. “We are always going to keep sight of what we think is the best experience for our members, particularly driving discovery and engagement with all of the movies and shows and live events and games that they love. And we believe that the improvements to the member experience will ultimately drive lots of great outcomes for us as well.”
According to Netflix, the “redesign will roll out globally over the next few weeks, beginning May 19.” You can check out the teaser and find more info here.
