Netflix said yesterday it plans to revamp its TV app interface and introduce generative AI to the iOS mobile platform, allowing users to ask for content in natural and everyday language.

The updates arrive as the streaming giant seeks to maintain and expand its market share amid growing uncertainties and concerns about a potential U.S. recession curbing consumer spending, a Reuters report stated.

Netflix is planning to redesign its TV app homepage, provide more tailored recommendations to subscribers, and reposition the search and “My List” options to the top of the interface for easier accessibility.

In addition, Netflix is preparing to roll out upgrades to its mobile experience in the coming weeks, with plans to test a vertical feed showcasing clips of shows and movies, allowing users to tap to watch the full version.

The AI-infused search option for mobile users will allow members to search for content using natural, conversational phrases like “I want something funny and upbeat”, the Reuters report added.

Meanwhile, the media statement put out by Netflix on the new initiative —accessed by Indianbroadcastingworld.com — quoted Chief Product Officer Eunice Kim as saying, “When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix.”

Following are some new features subscribers can expect soon:

Discover Your Next Great Watch More Easily: Netflix is putting all the information oneneeds to make an informed choice about what to watch front and center. That way one can better focus on what makes each title relevant for you, with callouts like ‘Emmy Award Winner’ or ‘#1 in TV Shows’ .

More Visible Shortcuts: Until now, shortcuts to Search and My List were somewhat hidden on the left-hand side. They are being moved to the top of the page where they’re more noticeable and easier to access.

Better Realtime Recommendations: Recommendations on the homepage are being made more responsive to one’s moods and interests in the moment.

Elevated Design: The new homepage has a clean and modern design that better reflects the elevated experience consumers come to expect on Netflix.

A New Way to Search: The streamer is also exploring ways to bring Generative AI to members’ discovery experience, starting with a search feature on iOS that is a small opt-in beta. This will allow members to search for shows and movies using natural, conversational phrases like “I want something funny and upbeat.”

A New Way to Discover:  In the coming weeks, Netflix will be testing a vertical feed filled with clips of the streamer’s shows and movies to make discovery easy and fun. One will be able to tap to watch the whole show or movie immediately, add it to My List, or share with friends.