Netflix to use generative AI to help users choose contents

Netflix is using generative AI to help subscribers find content faster as the streaming giant looks to solve a growing problem: too much choice.

Speaking at the Bloomberg Tech conference in San Francisco on Wednesday, Chief Product and Technology Officer Elizabeth Stone said the company is testing new AI-powered tools to improve content discovery.

The introduction of AI coincides with Netflix’s library continuing to grow. As a result, many users spend more time searching for something to watch.

“There’s so much content. How do I make sense of it, and what’s right for me, and what’s right for me in this moment?” Stone said.

According to Stone, helping users find relevant content remains one of Netflix’s biggest priorities.

“That helps to solve a consumer frustration that’s brewing,” she said. Generative AI, she added, can create a “more personalised, more interactive, more immersive” experience.

At the centre of the effort is a new voice interface currently under testing.

Instead of browsing categories or typing search terms, subscribers can describe what they feel like watching. The system then combines viewing history, personal preferences, and trending content to generate recommendations.

For example, users could ask for a light comedy, a crime thriller, or a movie similar to something they recently watched.

Netflix already relies heavily on recommendation algorithms. However, the company believes generative AI can make those recommendations more relevant and easier to access.

Stone said personalised recommendations have long been a competitive advantage for Netflix.

“That’s been a strength for Netflix for a long time,” she said. “It needs to continue to be a place where we’re state-of-the-art and continuing to innovate.”

Beyond recommendations, Netflix is also using natural language processing to better understand viewer intent. This allows the platform to interpret moods, interests, and viewing preferences more accurately.

The company shared the updates during the Bloomberg Tech conference, where executives from major technology firms discussed developments in artificial intelligence and digital products.

The AI push comes despite a difficult period for Netflix’s stock. Shares fell 11.5% in December 2025 and were down nearly 29% during the second half of the year.

However, the business continued to grow. Netflix reported third-quarter revenue of $11.5 billion in 2025, up about 27% from a year earlier.