Elizabeth Stone, Netflix's Chief Product and Technology Officer, outlined the company's AI-driven content recommendation strategy on June 3 during the Bloomberg Tech Conference in San Francisco.
"Generative AI can provide users with more personalized recommendations and help them choose content more easily," she said.
Stone noted that users are experiencing fatigue from the overwhelming amount of content available. She stated, "There is too much content, and consumer complaints are rising about the difficulty in understanding what is right for them and what content suits them at this moment."
To address this issue, Netflix is integrating generative AI and natural language understanding technologies into its recommendation system. This approach aims to identify the type of content users want to watch and enhance recommendation accuracy by combining this with viewing preferences and history.
The company is also testing a voice search feature. Users can describe the mood or conditions of the content they want verbally, and Netflix will provide tailored recommendations based on viewing history, preferences, and currently popular content.
Stone emphasized, "The recommendation feature has long been a strength of Netflix." She added, "This area is one where Netflix must maintain a high standard and continue to improve going forward."
* This article has been translated by AI.
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