Netflix plans to add a vertical video feed and use artificial intelligence for recommendations

Netflix said Thursday it will launch a TikTok-like vertical video feed within its apps this month, and plans to make extensive use of artificial intelligence to create content and make recommendations.

Netflix tested Vertical video feed since last year. The short video feature can help users get discovered Audio video filesalong with the current list of shows and movies. The company is also tipped to use artificial intelligence to make recommendations post-launch Search feature powered by ChatGPT last year.

“We’ve been in the personalization and recommendation space for two decades, but we still see tremendous room for improvement by leveraging newer technologies,” Netflix co-CEO Gregory Peters said during the company’s conference. First quarter conference call. “Recommender systems based on new model architectures not only improve existing personalization, but also allow us to iterate and improve more quickly – adding support for different content types more efficiently.”

Co-CEO Ted Sarandos 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 a great artist to make great art, and AI won’t change that. But AI will give those artists better tools to bring those visions to life.”

Last month, it bought Netflix Ben Affleck’s artificial intelligence company, InterPositivewhich Sarandos said received interest from creators.

“With our acquisition of InterPositive, we believe it will accelerate our GenAI capability because it is a proprietary technology created specifically for filmmakers and the film industry, and is different from other GenAI video applications. Although our ownership of InterPositive is very new, we have generated interest from creatives who have spent time using the tools, and we are seeing momentum around adoption building.”

Netflix also stated that it wants to use AI to improve its ad set, allowing for new formats and customizations to get better returns. The company expects to achieve advertising revenues worth $3 billion this year.

Netflix reported revenue of $12.25 billion in the first quarter of 2026, up 16.2% year over year, and said profits jumped 83% to $5.28 billion. In addition to the first quarter results, Netflix, its co-founder and president, said: Reed HastingsHe will leave the company’s board of directors this summer.

It is worth noting that the company has raised the subscription Prices in the United States late last monthWhich could have a positive impact in the next quarter. The company said it ended 2025 with 325 million paid subscribers.