Netflix announced on Wednesday a major redesign of its TV app interface and the introduction of generative AI features on its iOS mobile platform, as the streaming giant looks to strengthen its position in an increasingly competitive and uncertain market.

The updates aim to enhance user experience by making content discovery more intuitive. The redesigned TV interface will include a refreshed homepage, more personalized recommendations, and repositioned “Search” and “My List” options at the top of the screen for easier access.

On the mobile front, Netflix plans to roll out new features in the coming weeks, including a vertical feed of short video clips from shows and films. Users will be able to tap on these clips to instantly begin watching the full title.

A key feature of the mobile upgrade is a generative AI-powered search tool that allows users to find content using natural, conversational language. Subscribers will be able to input phrases like “I want something funny and upbeat” to receive tailored viewing suggestions.

The enhancements come as Netflix navigates a shifting landscape marked by increased competition and economic uncertainty, including fears of a potential U.S. recession that could affect consumer entertainment spending.

The company hopes that improved user engagement and a more streamlined interface will help retain subscribers and attract new ones in both domestic and international markets.