As part of its major UI revamp, Netflix is introducing its own AI chatbot to help you find the next show to binge on. To be made available initially as a small opt-in beta on the iOS app, the idea behind this new feature is to allow Netflix subscribers “to search for shows and movies using natural, conversational phrases like “I want something funny and upbeat.'”

We think that this is a good use case of generative AI, as it can save Netflix users from endlessly scrolling and not being able to find anything interesting to watch. It’s also a nice feature as Netflix can give you more personalized recommendations based on your interests. While still in beta, we think that Netflix will get positive reception for its AI chatbot to make it available to Android and TV versions of its app.

Aside from a potentially useful AI feature, part of Netflix’s UI revamp include a Reels-inspired vertical feed with clips of Netflix shows for a more engaging discovery experience and placing all relevant information front and center. The latter means that Netflix will inform users if a show is an Emmy Award Winner or a top pick in its list of available TV shows. Recommendations are also getting updated to be “more responsive to your moods and interests in the moment”.

These improvements are promising on paper–as long as you can stomach the price hike across all plans because of the 12% digital VAT, which goes in effect on June 1.