Netflix is turning to artificial intelligence to help subscribers navigate the growing volume of content available on its platform, according to the company’s Chief Product and Technology Officer, Elizabeth Stone.

Speaking at the Bloomberg Tech conference in San Francisco on June 3, Stone said advances in generative AI will make content discovery more personalised, interactive and immersive, helping users find entertainment that better matches their interests and preferences.

“That helps to solve a consumer frustration that’s brewing, which is, there’s so much content. How do I make sense of it, and what’s right for me, and what’s right for me in this moment?” Stone said.

Stone said Netflix now uses generative AI and natural language processing to better understand what viewers are in the mood to watch.

She explained that the company is testing a voice-based user interface and other AI-powered features that combine a subscriber’s viewing history and preferences with factors such as trending content, enabling the platform to deliver more personalised and relevant recommendations.

“That’s been a strength for Netflix for a long time, and I think it needs to continue to be a place where we’re state-of-the-art and continuing to innovate,” Stone said.