Netflix announced an update to the TV version of its service interface, which not only moves the menu to the top and adds tabs such as "My Netflix", but also generates richer content recommendations through generative artificial intelligence.
The new interface is expected to be launched in the US market starting May 5th, and will be updated in global markets in the coming weeks.
The newly added "My Netflix" tab will allow users to view new content added to the original "My List", as well as the "Now Watching" tab for viewing currently watched content, favorites, etc. The home screen will also add awards, rankings, and related labels to recommended content, and will also display a brief description.
As for recommended content, it will be presented through Netflix's own algorithm, which will be analyzed based on the user's previous viewing history, other users' preference data, work information, viewing time, preferred language, device used, etc., so that artificial intelligence can determine the appropriate recommended content.
In explanations to CNBC and other media outlets, Netflix stated that the artificial intelligence behind the recommendation system also uses OpenAI technology, but the artificial intelligence model was trained by Netflix itself. At the same time, the iOS version interface can also be searched through natural language.
In addition, Netflix will also try to display video content vertically like TikTok to show video updates, thereby attracting more people to watch recommended content.
