Netflix is preparing to launch a new vertical video feed inside its app as it increases the use of artificial intelligence across its business. The feature, which is being tested and may roll out this month, will help users discover content more easily by showing short clips. It may also include video podcasts along with movies and TV shows. This is coming straight after JioHotstar introduced Tadka on their platform but we are expecting some higher standard from Netflix.
The company is also improving its recommendation system with AI to offer more personalised suggestions. Netflix had earlier introduced a search feature powered by ChatGPT to help users find content in a simpler way.
Netflix co-CEO Gregory Peters said the company has used personalisation tools for many years but believes newer technology can make recommendations even better and faster. He added that AI can help Netflix support different types of content more efficiently.
Co-CEO Ted Sarandos said AI can improve the content creation process by giving creators better tools. He explained that AI will not replace artists but can help bring their ideas to life.
Netflix recently bought InterPositive, an AI company founded by actor Ben Affleck, to strengthen its filmmaking tools. The company said the technology has already created interest among creators.
Netflix is also exploring how AI can improve advertising through new formats and customised ads.
In the first quarter of 2026, Netflix reported revenue of $12.25 billion, up 16.2 per cent from a year earlier. Profit rose 83 per cent to $5.28 billion. The company also said co-founder Reed Hastings will leave the board later this year.
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