Do Son 
Netflix has announced a significant update to the television interface of its platform, featuring a redesigned layout that relocates the navigation menu to the top of the screen and introduces new tabs such as “My Netflix.” In addition, the update enhances content recommendation capabilities through the use of generative artificial intelligence.
The refreshed interface is scheduled to roll out in the U.S. market starting May 19, with global availability to follow in the coming weeks.
Among the newly introduced features, the “My Netflix” tab allows users to view items added to their original “My List,” as well as access the “Continue Watching” section, which includes in-progress titles and bookmarked content. The main screen will now display richer metadata alongside recommendations, such as awards, rankings, and contextual tags, complemented by concise content descriptions.
Recommendations will be curated through Netflix’s proprietary algorithm, which synthesizes a variety of data points—including individual viewing history, collective audience preferences, content attributes, watch time, preferred language, and device usage. These variables are then analyzed by AI to generate personalized suggestions.
In interviews with outlets such as CNBC, Netflix revealed that while OpenAI’s technology contributes to the underlying recommendation engine, the AI models themselves are independently trained by Netflix. On the iOS version of the app, users can even conduct searches using natural language.
Additionally, Netflix plans to experiment with a TikTok-inspired vertical video format, presenting dynamic content clips designed to entice viewers and increase engagement with recommended titles.
