Netflix confirmed rumors a few weeks ago that a ChatGPT-like AI tool was in testing and would soon be available to help subscribers find what they actually want to watch. Generative AI tools like ChatGPT and Gemini allow users to use conversational language to interact through text and voice prompts. These programs are already changing the way we use computers, so it was only a matter of time before the technology appeared in entertainment apps like Netflix.
Being able to describe in plain language what you want to watch, without having to remember the name of a movie, show, or actor, and without endless scrolling, could be the kind of feature every streamer needs to help them start watching faster.
It turns out Netflix is doing more than just adding ChatGPT-like AI to its apps to improve content discovery. The company has given Netflix a major UI redesign on TVs, which should roll out to its devices soon. You’ll see new menus at the top of the TV app, fewer title cards, and larger tiles for focused content.
Combine that with Netflix’s recommendation algorithms and finding something to watch can be faster than ever.
The OpenAi ChatGPT technology built into the Netflix app isn’t coming to your TV. And it doesn’t really belong there. Typing search queries in conversational language on a TV sounds like a nightmare. Instead, OpenAi Tech is coming to the mobile app, where you’ll chat with a ChatGPT-like model to find a great show or movie.
I keep calling the AI experiment “ChatGPT” because Netflix confirmed during a media event attended by Bgr that it is using OpenAi technology trained on its own catalog.
You’re not getting the full ChatGPT experience on Netflix. That’s not the point here. You won’t be using it to get help with work or school, summarize text, or code. Instead, you’ll be typing in the search box on the mobile app and describing what you want to watch next.
The feature, currently in beta, will show suggestions at the bottom of the screen when you start a search, as seen in the image above. You can explore a suggestion, like the “funny and upbeat” example, or describe exactly what you’re in the mood for.
Once you do, the ChatGPT-like AI will offer you a list of suggestions, as shown in the second image. If something catches your eye, you can add it to your list or start watching it right away. You can also start playback on your phone, pause it, and continue watching on your TV.
That’s it. It’s easy to use AI to find Netflix content. If you prefer, you can follow the regular search.
As a fan of tools like ChatGPT, I’m excited about this feature and can’t wait to see it on the mobile app. However, it may take some time for Netflix to roll out Genai search globally. The feature is also still being rolled out, so you’ll need to check your app settings to enable it once it’s available in your region.
Netflix is currently using iPhone screenshots to showcase the feature, but it’s likely coming to Android devices as well.
While we wait for the AI feature to roll out more widely, Netflix may test something else on its mobile app. It’s working on a vertical feed that gives the app a social media-like look and feel. But instead of scrolling through reels from friends and strangers, you’ll scroll through trailers and clips from Netflix shows and movies.
This feature can help you discover new content faster than the standard Netflix experience. Once something catches your eye, you can start watching it right away or add it to your list.
Vertical feeding will begin rolling out in the coming weeks, though it may not be available in all markets immediately.
