Netflix Introduces ChatGPT AI to End Endless Scrolling with Smarter Recommendations

Tackling Endless Scrolling with AI

Netflix has launched a significant redesign of its TV and mobile apps to address the frustration of endless scrolling. The update introduces a ChatGPT-powered AI chatbot and TikTok-style video reels, aimed at making content discovery faster and more intuitive.

Conversational AI for Personalized Viewing

Users will soon be able to communicate with Netflix in plain language, asking for specific types of content like “funny and fast-paced” or “dark thrillers with strong female leads.” The AI will provide instant, tailored recommendations based on these requests. This feature is powered by OpenAI, marking a deeper integration of generative AI into Netflix’s platform.

New Features Enhancing User Experience

• Conversational AI Search: Enables typing or voice commands to find shows and movies as if chatting with a friend.
• TikTok-style Reels: Vertical, swipeable video clips on mobile devices allow quick previews of content, with options to watch, save, or share.
• Smarter Design: Simplified navigation, faster access to “My List,” and improved real-time recommendations enhance overall usability.

AI's Growing Role in Netflix

Netflix has used AI previously for personalizing artwork and recommendations, but this update represents a major leap. CTO Elizabeth Stone highlighted that generative AI benefits both members and content creators. Chief Product Officer Eunice Kim called it the biggest homepage redesign in over ten years.

Rollout and Future Plans

The beta version of these updates is launching first on iOS, with a wider rollout planned in the coming months. Users can opt in to test the AI-powered search. Concurrently, Netflix is retiring its last interactive titles to focus on AI-driven content discovery. Competitors such as Amazon are also experimenting with generative AI in their streaming services.

This new AI integration promises to transform the streaming experience by reducing the time spent scrolling and helping users find content effortlessly. Soon, deciding what to watch might simply be a matter of asking.