At some point one has to admit that searching for something to watch on Netflix is equivalent to scrolling through a black hole, which becomes a mind numbing weird labyrinth. To reinvent search and enhance content discovery, Netflix is making a huge upgrade to its search functionality with a bit of AI help. In its continuing aim to assist subscribers in navigating the large content library, the company is using generative AI to create a more personalized discovery experience. Maybe the future of binge watching starts with a smart search bar.

Development of AI Powered Search

CEO Greg Peters, during the first-quarter call with investors, verified that Netflix is building an “interactive search” with the help of generative technologies to make it easy for viewers to find content outside of current trends. Peters said,

“Netflix is working on interactive search that’s based on generative technologies to help people find different titles.”

Peters explained that titles which are most popular for the company, those which usually occupy the public conversation, account for only 1% of traffic. The rest, he suggested, is lost in the noise. He said,

“There is more room to improve the discovery and recommendation experience, and therefore provide more value for members, and therefore find the biggest audiences for our titles.”

This means that more of Netflix’s extensive library should be presented to its members.

Real-World Testing

Finally, in the first week of this month, Bloomberg reported that Netflix has initiated OpenAI search tool tests with some selected users in Australia and New Zealand. Though still early days in the rollout, the experimental program puts the platform’s requests for some significant changes on how they want to engage with viewers in the future.

Netflix is not just improving searching, it’s also modernizing the user interface. Tests are now underway on TV apps for a standalone new home page design, their first major structural change in over ten years. The newly designed homepage showcases titles and descriptions in a livelier manner and is set for deployment globally later this year. Peters said,

“This Homepage redesign is something that we hadn’t made big structural changes to in over a decade. We believe that this will significantly improve Netflix’s discovery experience. We’ve been polishing and improving that experience based on the input we got from members who used it.”

Path of Growth

Interestingly, Netflix seems to be growing strongly at the moment, and it continues to enhance its concentration on that discovery. The company reported revenues of $10.54 billion for the first quarter, a 12.5% increase compared to the same quarter last year. While AI and interface updates grab attention in the press, such revenue figures emphasize that the streamer is otherwise healthy.

It seems that Netflix is determined to facilitate better engagement and less blend by investing in tools that match users with great content in what is becoming a competitive streaming market. AI may take a while before it emerges on the possible positive side for content discovery, but Netflix is already trying it out. Netflix’s intention to optimize discovery through AI is not some type of face lift, it is a strategic step. Search improvement could be next in line for subscriber retention as the market grows tighter and tighter and viewer patience shrinks with every scroll.