Netflix According to media reports, the company plans to introduce a vertical video feed within the app to expand the use of artificial intelligence into recommendations, advertising, and content creation.
The short video feature is currently being tested and is expected to be rolled out later this month. It’s designed to support content discovery, including existing movies and series, as well as formats like video podcasts.
The company is also increasing its focus on AI-driven recommendations, building on its previously introduced search capabilities powered by ChatGPT.
“We have been working on personalization and recommendations for 20 years, but we believe there is still significant room for improvement by leveraging new technologies,” said the Netflix Co-CEOs. Gregory Peters said during the company’s first quarter conference call. “A recommendation system based on a new model architecture not only improves current personalization, but also allows us to iterate and improve faster and add support for different content types more efficiently.”
co-CEO Ted Sarandos He said he sees AI tools improving the entire content creation process. “In general, we expect GenAI to make content better, better tools, better processes. It takes great artists to make great art, and AI won’t change that. But AI will give those artists better tools to realize those visions,” he said.
The company recently acquired InterPositive. InterPositive is ben affleckpowering generative AI capabilities for filmmaking.
“We believe the acquisition of InterPositive will accelerate the capabilities of GenAI because, unlike other GenAI video applications, it is a unique technology built specifically for filmmakers and filmmaking. InterPositive is very new to us, but we are seeing interest from creators who have spent time with this tool and we are seeing momentum building around adoption,” he said.
Netflix said it is also considering AI applications within its advertising business, such as new formats and customization.
The company reported revenue for the first quarter of 2026 was $12.25 billion, an increase of 16.2% year-on-year, and profit was $5.28 billion, an increase of 83%. The co-founder added: reed hastings He plans to step down as a director later this year.
