Netflix Is Adding Generative AI Search and a TikTok-Style Feed

By: decrypt|2025/05/08 04:45:02

Artificial Intelligence Netflix Is Adding Generative AI Search and a TikTok-Style Feed As Netflix rolls out generative AI, the streaming giant is unironically retiring a Black Mirror interactive title. In brief An upcoming Netflix redesign will feature a TikTok-like feed on mobile. Netflix is integrating generative AI to let users request personalized recommendations. Decrypt’s Art, Fashion, and Entertainment Hub. Netflix is redesigning its home screen with a generative AI-powered search feature, along with a TikTok-style vertical video feed for mobile to help users discover new shows and movies faster. The company unveiled the update during an online presentation on Tuesday. Along with the visual redesign, Netflix is working with ChatGPT creator OpenAI to develop a new search feature powered by generative AI. The feature will allow users to request personalized recommendations using natural, conversational language. “We've long used AI to personalize the rich set of information that we provide about each title, including synopses, artwork, and trailers, so that members can choose something that is a good match for them,” Netflix chief technology officer Elizabeth Stone said during the presentation. “Generative AI allows us to take this a step further, for example, by showcasing our titles in more languages and locations around the world, which is great for our members and great for the creators we work with.” The streaming giant said the redesign reflects years of behind-the-scenes development, and is now ready for a more visible transformation. Netflix did not specify when the new features would be available for all users, but pointed to a gradual release. “This is not the first change we’ve made to our home page,” said Netflix Chief Product Officer Eunice Kim. “We’ve been constantly improving it over the last 12 years, mostly behind the scenes. But now, thanks to a combination of new technology and the expansion of our entertainment offerings, we think it’s time to take a giant leap forward.” In the coming weeks, Netflix said it will begin testing the mobile vertical feed featuring clips from its shows and movies, designed to make content discovery easier and more enjoyable. Users can tap to watch the full title, add it to their list, or share it with others. “When we first started thinking about this project, 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. Netflix said an upgraded AI experience is also coming to mobile, starting with a search feature on iOS. Users who want to access the feature will have to opt into the beta. The streaming giant says its goal is to make searching for something to watch feel more like talking to a friend, rather than typing keywords into a database. Netflix did not disclose whether it would be sharing user data with OpenAI, and the company did not immediately respond to a request for comment. While Netflix is leaning toward personalization and discovery, it is also trimming some of its experimental content. As part of a broader shift in its content strategy, Netflix is removing its last two interactive titles—"Black Mirror: Bandersnatch" and "Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend"—from the platform. Netflix did not say if the removals were due to the platform’s redesign. With its new AI-powered search, Netflix is following in the footsteps of Amazon, which began rolling out its own generative AI tools to Prime Video in 2024 and to Alexa in 2025. While the goal was to enhance the user experience, the results have been mixed . Edited by Andrew Hayward Generally Intelligent Newsletter

Mainstream exchanges are, on one hand, massively delisting coins, and on the other hand, massively listing tokenized stock assets. Essentially, this is a supply-side reform aimed at "bad money." The quality of the asset targets and the compliance of the platforms will become the focus of competition...

Before the $75,000 Gamma level, both bulls and bears are waiting for a signal

The selling pressure is being digested, and the belief is still on the way.

Business Opportunities of Tokenized Stocks

In this article, we will outline the lifecycle of tokenized stocks, analyze the current market landscape, and highlight the emerging business opportunities.

In-depth research report on the Resolv protocol hacking incident, who is the final payer?

This incident reveals a fundamental weakness in Delta's stablecoin - the coupling point between the minting logic and off-chain signatures/oracles is the most vulnerable attack surface of the system. Any capital efficiency design of "1 dollar minted for 1 dollar" must be predicated on extremely rigo...

Crypto Market Sees Large Liquidations: $272 Million in Long Positions Affected

Key Takeaways In the last 24 hours, $272 million worth of contracts were liquidated across the entire crypto…

Whale Increases BTC Shorts and Bets on Crude Oil: A Strategic Crypto Move

Key Takeaways A prominent whale, known as “UnRektCapital,” has strategically escalated its short position in Bitcoin while simultaneously…

Hackers in Brazil Use Fake Google Play Store to Steal Cryptocurrency

Key Takeaways Hackers in Brazil are exploiting fake Google Play Store pages to spread Android malware. Infected devices…

Exchanging 200,000 for nearly 100 million, DeFi stablecoins face another attack

DeFi project teams cannot assume that the modules they control are necessarily secure.

The underlying business agreement of the trillion-dollar Agent economy: Understanding ERC-8183, it's not just about payments, but the future

This article systematically analyzes the technical principles and commercial value of the ERC-8183 protocol from the dimensions of technical architecture, core mechanisms, application scenarios, and ecological collaboration.

When Wall Street's ETH begins to "yield": Looking at the asset properties of Ethereum from BlackRock's ETHB

ETH is undergoing a paradigm shift from a "volatile asset" to a "yield-generating cash flow asset."

The Power of Agency: The Agentic Wallet and the Next Decade of Wallets

In 1984, Apple killed the command line with a mouse. In 2026, Agent is killing the mouse.

Understanding x402 and MPP in One Article: Two Routes for Agent Payments

x402 makes payments within the agreement, while MPP makes system-level payments.

Particle Founder: The entrepreneurial insights I have gained the most from in the past year

Stop lean startup, stop lightning entrepreneurship, and think carefully about what your product aspirations are.

Huang Renxun's latest podcast transcript: The future of Nvidia, the development of embodied intelligence and agents, the explosion of inference demand, and the public relations crisis of artificial intelligence

The competition in the future is not just about whose model is larger or whose computing power is stronger, but also about who understands the industry better, who can embed AI more deeply into real processes, and who can organize these capabilities into a runnable and scalable system.

OKX Ventures Research Report: AI Agent Economic Infrastructure Research Report (Part 1)

The existing infrastructure is hostile to the Agent economy. Agents can think and act independently at the "capability level," but at the "economic level," they are still locked into infrastructure designed for humans.

The migration of settlement rights: B18 and the institutional starting point of on-chain banks

In the traditional system, banks decide the settlement; in the on-chain system, code begins to take over this responsibility.

From Tencent and Circle: Looking at the Simple and Difficult Questions of Investment

The AI narrative continues to ferment, but the recent performance of related stocks varies, with some in the midst of summer and others as if in winter.

The second half of stablecoins no longer belongs to the crypto circle

What Coinbase doesn't want, Mastercard is eager to buy.