Netflix users slam 'annoying' AI update as streaming service gets a major overhaul

Netflix is rolling out a huge AI-powered update for its users.

After working on the overhaul for two years, the streaming giant is making it easier for users to find what they want to watch.

Netflix has an important job of making sure users spend less time searching through its extensive media library and more time watching what they love. As such, Netflix chief product officer Eunice Kemp has described the update as a 'giant leap forward' with a 'more flexible canvas.' As a result, users should find it easier to 'catch the action the moment that it happens' for live events and join the gaming action at 'exactly the right time,' Kemp said.

However, the biggest change of all is the implementation of generative AI in Netflix's search.

The platform has reportedly integrated OpenAI’s Large Language Model (LLM) to make finding something to watch feel more like a conversation by allowing natural-language questions.

According to Netflix's chief technology officer, Elizabeth Stone, members can type things like: "I want something scary but not too scary and also maybe a bit funny but not like 'ha ha' funny," and AI will generate tailored suggestions. This is made possible by combining OpenAI's baseline model capabilities with Netflix's gathered context about members, Stone explained.

The official X account for Netflix posted a preview of the update with the caption: "Netflix has a simpler and better look! With this new update, it’s the same Netflix you know and love, but the fresh design gives you more title information at a glance, so it’s easier to find something to watch.

"The new Netflix TV Experience will start rolling out to members later this month."

However, safe to say, some fans of the service 'hate' it and find it more 'annoying' than offering anything beneficial.

"No it's not, hate it, really annoying," one user replied.

"Made it more difficult to navigate between pages, wow," another complained while someone else claimed: "Far worse".

However, others were more optimistic about the new design, with one user calling it a 'clean look.'

Another responded: "looks pretty good tbh".

Also included in the update will be how the platform recommends fresh streaming content.

"For example, let's say you give Wednesday a thumbs-up. A few rows down, you may see similar titles to Wednesday, or if you're searching for Rom Coms and Glen Powell, we'll subtly adapt your homepage to show you more titles that are related to both," said Stone.

Furthermore, Netflix is introducing vertical videos for its mobile members.

Appealing to most users' viewing experiments on mobile, the videos will be trailers for Netflix shows and movies that can be a quick shortcut to the full media in the app.