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Netflix to Redesign TV App, Launch AI-Powered Search for iOS Users

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Netflix (NFLX.O) announced plans on Wednesday to revamp its TV app interface and roll out a generative AI-powered search tool for iOS users, as the streaming giant doubles down on personalization and user engagement amid economic uncertainty and heightened market competition.

The TV app redesign will feature a new homepage layout, elevated placement of the “My List” and Search buttons, and more tailored recommendations to help users navigate Netflix’s vast content library more intuitively.

On the mobile front, iOS users will soon be able to search for content using natural, conversational phrases such as:

“I want something funny and upbeat.”

This AI-infused search experience is expected to make content discovery smoother and more aligned with how users naturally express preferences.

Additional Mobile Features:

  • A vertical video feed showcasing show and movie clips, mimicking TikTok-like interaction

  • Tap-to-watch functionality for seamless transitions from previews to full content

  • Rollout of mobile updates in the coming weeks, initially on iOS

The updates come as Netflix faces intensifying pressure from rivals like Disney+, Max, and Amazon Prime Video, while consumer spending may be dampened by a potential U.S. recession. By enhancing accessibility, personalization, and mobile engagement, Netflix aims to retain its market leadership and subscriber loyalty.

Amazon to Invest $4 Billion in Cloud Infrastructure in Chile, Eyes 2026 Launch

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Amazon Web Services (AWS) will invest $4 billion to build its first data centers in Chile, establishing a dedicated cloud region that is set to go live by the second half of 2026, the company confirmed in an interview with Reuters on Tuesday.

This marks AWS’s third cloud region in Latin America, after Brazil and Mexico, and reflects the tech giant’s continued push to expand its generative AI and cloud services footprint across high-growth emerging markets.

“All the necessary permits have been approved,” said Juan Pablo Estevez, AWS’s head of South Latin America, who emphasized the project’s potential to provide “substantial computing power” to local and regional businesses.

Environmental Considerations

AWS’s expansion comes amid concerns over the environmental impact of data centers in drought-stricken Chile, where Google was forced to revise a $200 million data center plan due to environmental backlash last year.

  • Estevez noted that AWS’s Chile facilities will use water-based cooling for only 4% of the year, equivalent to the consumption of just eight households over 15 years.

  • The remaining cooling needs will be met through air and evaporation-based technologies.

  • AWS has also matched 100% of its energy use with renewable sources since 2023.

Market Outlook and Growth

Despite AWS’s recent cloud revenue falling short of Wall Street forecasts, Estevez remains bullish on the regional outlook:

  • Chile’s cloud market is projected to grow 20.3% annually through 2028

  • Valued at $1.5 billion in 2023, it is expected to reach $1.9 billion by 2025

AWS already serves regional clients like Cencosud, MercadoLibre, and various mining companies, and will now compete directly with Microsoft Azure, whose Chilean center is set to go live this year.

Globally, Amazon operates 36 cloud regions and 114 availability zones, powering key enterprise services for companies like Netflix, Sony, and General Electric.

Zalando Harnesses Generative AI to Slash Campaign Costs and Speed Up Fashion Marketing

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Zalando, the European online fashion retailer, announced it is using generative artificial intelligence (AI) to accelerate content production for its app and website, allowing it to respond quickly to viral fashion trends while cutting marketing costs by up to 90%.

According to Matthias Haase, VP of Content Solutions at Zalando, generative AI has reduced image production times from six to eight weeks down to just three to four days. The tech enables the brand to stay agile in an industry where fast reaction to fleeting trends—like “brat summer” or “mob wife”—can determine visibility and sales.

More than 70% of Zalando’s editorial campaign imagery in Q4 2024 was AI-generated, including content used in its trend recaps and seasonal promotions. The company is also developing AI-generated “digital twins” of human models, creating three-dimensional replicas for consistent visual use across product pages and campaigns without the need for repeated photo shoots.

“It’s not that AI content is better than human-created content,” Haase noted, “but it’s more timely and relevant to what customers care about now.”

Zalando joins a growing list of retailers integrating AI into their workflows. In March, H&M announced a similar initiative using digital twin technology developed with a modeling agency. The technology appeals especially to mid-tier retailers, offering an alternative to expensive, logistically intensive photo shoots favored by high-end fashion houses.

Asked about the impact of AI on creative jobs, Haase said that photographers and creatives will remain essential, but must adapt. “Creative minds now have, instead of two hands, six hands,” he said, emphasizing AI as a tool, not a replacement.