Netflix Redesigns App, Launches AI Search Beta

Netflix is launching a major redesign across its TV, mobile, and tablet interfaces, aiming to make content discovery more intuitive and personalized for users worldwide. The updated TV homepage will feature a cleaner layout, top navigation bars, easier access to Search and My List, and new badges for awards and popularity on show titles. Enhanced, AI-powered recommendations will adapt in real time to individual user preferences. A generative AI search feature, initially in beta on iOS, will allow users to search with natural, conversational language. On mobile, Netflix will test a vertical video feed for browsing clips and trailers, inspired by TikTok and Instagram Reels. The redesign highlights Netflix’s focus on live content and gaming, as well as its response to increasing competition and economic uncertainty.