With over 700 million users, Netflix has long positioned itself not only as a content provider but also as a tech innovator. Many features have been quietly added over the years—such as the ability to skip intros or mark favorite shows with a double thumbs-up. However, the latest wave of changes is more noticeable.
One of the major new directions is the integration of artificial intelligence. Netflix plans to implement generative AI into its search function, enabling more conversational and personalized content discovery. Instead of selecting genres or actors, users will be able to interact with the AI in a more natural way. Initially, this feature will only be available on iOS devices as part of a beta program for users who opt in. Whether and when it will be available in other languages, including Czech, remains uncertain.
Netflix is also enhancing its recommendation algorithm. The new system will better reflect users’ current moods and preferences, taking into account trailers recently watched or actors frequently searched for. This is aimed at improving the relevance and accuracy of suggestions.
The platform is also continuing to develop its feature for saving favorite moments from episodes. Netflix revealed that the most saved scene among users is the kiss between Vi and Kaitlyn in season two of the animated hit Arcane. Several top moments also come from Squid Game, which is soon returning with its third and final season.
Significant updates are also coming to the app interface. The TV version of Netflix will get a redesigned home screen with improved visuals and navigation. The search function will be moved to the top, and titles will feature new labels highlighting key information. The mobile app is also getting a refresh to improve overall usability.
While these updates have been officially announced, Netflix has only given vague timelines, indicating they will roll out gradually over the coming weeks and months.
