During a conference call, Netflix’s CEO, Greg Peters, revealed that the company is developing a new search tool powered by artificial intelligence.
This new “interactive search that’s based on generative technologies” allows users to search and find different movies, shows, or web series.
Netflix’s latest AI-driven search innovation is set to redefine how we discover content on the platform. Leveraging cutting-edge generative AI, Netflix aims to boost title discovery far beyond the 1% of traffic currently hitting their most popular shows. CEO Greg Peters… pic.twitter.com/edzdmW6usc
— Gagan Deep Singh (@0xGagan) April 18, 2025
Netflix Integrates AI-Based Approach
Netflix’s CEO Greg Peters said that, “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.”
Greg Peters said that the company’s most popular show dominates that contributes 1% to traffic. To address this trend, the company is focusing more on improving discovery and recommendations.
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.”
Earlier report suggests that Netflix has started testing a new AI-based search tool that allows users to find TV shows and films using natural language based on their specific moods and preferences. This will make finding content on the platform faster.
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