Netflix updates its homepage: Generative AI in one of the biggest changes since launch

Netflix is rolling out its most significant homepage redesign since the platform began streaming more than a decade ago. The update aims to adapt to today’s streaming habits, making content discovery easier while integrating powerful generative AI tools for smarter navigation and personalized recommendations.

A redesigned interface built for today’s streaming needs

The new TV interface is described as more flexible, intuitive, and responsive, with special focus on making it easier to find live events, games, and trending shows. Netflix has repositioned essential shortcuts like Search and My List to increase visibility, and now highlights content with badges like ‘Number One in TV Shows’ or ‘Emmy Winner’directly over thumbnails. This visual overhaul reduces what the company calls “eye gymnastics,” streamlining browsing to help users decide faster.

Generative AI enhances content discovery

In a move that may redefine how viewers interact with the platform, Netflix is launching a generative AI-powered search tool based on OpenAI’s large language model. Users can now type or speak natural phrases like “I want something thrilling but not too dark, and maybe funny”, and receive personalized results. This shift allows Netflix to merge deep contextual understanding of user behavior with AI flexibility, creating a truly tailored experience.

Vertical video comes to mobile

For mobile users, Netflix is introducing vertical video trailers that reflect how people consume content on phones. These are designed for quick browsing, with seamless transitions into the full streaming experience once a title catches your attention.

Netflix’s updates mark a strategic shift toward real-time interaction, live engagement, and smarter personalization, positioning the platform for a future beyond on-demand streaming.