Netflix to Utilize AI for Improved Search Experience
During Netflix’s first-quarter results conference call, CEO Greg Peters announced that the company is in the process of developing a new search experience aimed at enhancing the discovery process, with the help of artificial intelligence (AI).
Peters mentioned that Netflix is actively working on implementing “interactive search based on generative technologies” to assist users in finding a variety of titles on the platform.
Addressing a question from an analyst, Peters highlighted the fact that only 1% of the company’s most popular titles attract the majority of traffic. This underscores the significance of enhancing the discovery and recommendation process to ensure that a wider audience can access and enjoy Netflix’s content.
Recently, Bloomberg reported that Netflix has been conducting trials of an AI-powered search engine, developed in collaboration with OpenAI, with select users in Australia and New Zealand.
In addition to this, Netflix has also introduced a new homepage design on its TV app, which offers a fresh layout for displaying show titles and descriptions. This redesign is set to be rolled out globally later this year.
Peters emphasized the significance of the homepage redesign, noting that it is the first major structural change made to the platform in over a decade. The company believes that this new layout will significantly enhance the overall discovery experience for Netflix users, based on feedback received from members who participated in testing.
Netflix reported a 12.5% increase in first-quarter revenue, reaching $10.54 billion compared to the previous year.
