Netflix Unveils Smarter, Simpler TV Interface and AI-Powered Search

Netflix is rolling out a redesigned TV experience that aims to make finding something to watch faster, easier, and more intuitive. The update includes a cleaner interface, more visible navigation, real-time recommendations, and the early introduction of AI-powered search on mobile.

The update was announced by Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone, who described the refresh as a natural evolution of Netflix’s longstanding focus on pairing great content with innovative technology.

“The new Netflix TV experience is still the one you know and love — just better,” said Kim.

Elevating Discovery on the Big Screen

The new TV homepage will begin rolling out to members worldwide in the coming weeks. Netflix says the redesign is meant to accommodate its growing catalog—spanning shows, films, and games—while also meeting users' need for quicker, more personalized discovery.

Key changes include:

• Smarter content previews: Show details like “#1 in TV Shows” or “Emmy Award Winner” are now more prominent, helping users make faster, informed viewing decisions.

• Easier navigation: Shortcuts to Search and My List have been moved from the left-hand sidebar to the top of the screen for easier access.

• More responsive recommendations: Suggestions on the homepage will now adjust more dynamically based on a user’s current mood or interests.

• Modern visual design: A cleaner, more flexible layout is designed to better reflect Netflix’s expanding range of entertainment offerings.

“We wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix,” Kim said.

Mobile Updates: AI Search and Vertical Feeds

Netflix is also testing updates on its mobile platform, with a focus on AI-powered discovery and short-form content previews.

Conversational AI search (beta): A new opt-in feature on iOS lets users search using natural phrases like “I want something funny and upbeat.” The feature uses generative AI to interpret queries and suggest titles that match the user’s intent.

Vertical clip feed: Netflix will begin testing a TikTok-style vertical feed that features short clips from shows and movies. Users can tap to watch the full title, add it to their list, or share it with friends—making content discovery more visual and interactive.

A Long-Term Platform Shift

The redesign also signals deeper changes to how Netflix builds and iterates on its user experience. CTO Elizabeth Stone highlighted the company’s unique blend of engineering and storytelling as a core advantage.

“One of the reasons I joined (and why I stay) is because this company has always had a unique ability to marry incredible tech with incredible entertainment,” said Stone.

“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.”

What This Means

Netflix’s refresh goes beyond visual polish—it’s a strategic upgrade designed to make content discovery feel more immediate, more intelligent, and more aligned with how people now browse. By blending AI search, cleaner design, and personalized shortcuts, the company is quietly reinforcing the thing it’s best known for: removing friction between a viewer and their next great watch.

By rethinking how users search, scroll, and select, Netflix is turning its platform into more than a library—it’s becoming an experience that learns with you.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.