Netflix Uses AI to Analyze Content; Launches Vertical Video Experience in South Korea and Japan from July
Netflix is using generative AI to deepen content understanding and will launch a new vertical video experience in South Korea and Japan starting in July. AI is being used to improve personalization and support creators, alongside new mobile experiences and a dedicated page for book adaptations.
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- 📰 Published: June 10, 2026 at 13:40
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(Central News Agency, reporter Wu Jiahao, Taipei, 10th) Artificial intelligence (AI) is playing a role in improving personalized pages and supporting creators in the product and technology development of streaming giant Netflix. Elizabeth Stone, Netflix's Chief Product and Technology Officer, said today at the Asia-Pacific Product and Technology Showcase that Netflix has begun using generative AI technology to gain a deeper understanding of content and its library, helping members decide when to watch videos or play games.
Stone also pointed out that a new mobile experience featuring a vertical video wall has already launched in India, Australia, New Zealand, the Philippines, and Malaysia. It is expected to expand to South Korea and Japan starting in July, with more regions to follow.
She said that AI is also a very important tool for creators, and Netflix is investing in related technologies covering production, visual effects, and localization. For example, Netflix announced in March the acquisition of AI film production startup InterPositive, aiming to use AI tools to help more directors continue their creative work.
"We are not doing technology for technology's sake," Stone emphasized, noting that Netflix has been using AI and machine learning in a practical way for years to overcome and solve real problems. For users, the new AI architecture will improve personalized recommendations and support more content formats.
At the showcase, Netflix announced a major update for mobile devices. Unlike the traditional horizontal browsing method, the new mobile version introduces a "Clips" feature designed specifically for phones, creating an immersive visual exploration experience with a vertical video wall. When members find a work they are interested in, they can watch it directly, add it to their list, or share it with friends.
Additionally, Netflix launched a new section on June 2nd called "See Your Favorite Books Come to Life," integrating Netflix's book adaptations onto the homepage. This section breaks the traditional list framework, recommending content based on nine reader types, such as those who love shocking plot twists, enjoy romantic moments, or are webtoon fans, allowing book lovers to create a personalized watchlist based on their reading tastes.
Beyond the discovery experience update, games are also an important part of Netflix's entertainment. Netflix launched a dedicated app, "Netflix Kids Land," in April, featuring no ads and no in-game transactions. Today's showcase announced that the game for the popular animated film "Kpop Hunters" will be available on Netflix Kids Land on June 20th, offering six mini-games including the Honmoon Beats rhythm game. (Editor: Lin Shuyuan) 1150610
Stone also pointed out that a new mobile experience featuring a vertical video wall has already launched in India, Australia, New Zealand, the Philippines, and Malaysia. It is expected to expand to South Korea and Japan starting in July, with more regions to follow.
She said that AI is also a very important tool for creators, and Netflix is investing in related technologies covering production, visual effects, and localization. For example, Netflix announced in March the acquisition of AI film production startup InterPositive, aiming to use AI tools to help more directors continue their creative work.
"We are not doing technology for technology's sake," Stone emphasized, noting that Netflix has been using AI and machine learning in a practical way for years to overcome and solve real problems. For users, the new AI architecture will improve personalized recommendations and support more content formats.
At the showcase, Netflix announced a major update for mobile devices. Unlike the traditional horizontal browsing method, the new mobile version introduces a "Clips" feature designed specifically for phones, creating an immersive visual exploration experience with a vertical video wall. When members find a work they are interested in, they can watch it directly, add it to their list, or share it with friends.
Additionally, Netflix launched a new section on June 2nd called "See Your Favorite Books Come to Life," integrating Netflix's book adaptations onto the homepage. This section breaks the traditional list framework, recommending content based on nine reader types, such as those who love shocking plot twists, enjoy romantic moments, or are webtoon fans, allowing book lovers to create a personalized watchlist based on their reading tastes.
Beyond the discovery experience update, games are also an important part of Netflix's entertainment. Netflix launched a dedicated app, "Netflix Kids Land," in April, featuring no ads and no in-game transactions. Today's showcase announced that the game for the popular animated film "Kpop Hunters" will be available on Netflix Kids Land on June 20th, offering six mini-games including the Honmoon Beats rhythm game. (Editor: Lin Shuyuan) 1150610
FAQ
When will Netflix's vertical video experience be available in Japan?
It is scheduled to launch in South Korea and Japan starting in July 2025.
What is the Netflix Clips feature?
It's a new feature designed for smartphones that uses a vertical video wall for an immersive content discovery experience.
Why did Netflix acquire InterPositive?
To use AI tools to support directors in their creative work and facilitate the production of more content.