BRAND STRATEGY

In the US alone, Netflix has more than 5,000 titles on offer, available to an audience of 81.44 million users across the nation, according to the company. To best match this wide-ranging audience with the titles that will keep them returning to the platform, the company has been increasing its use of AI-powered personalisation. To attract users to specific titles, Netflix uses personalised thumbnails and banners, with the platform’ s recommendation engine dynamically assigning artwork variants based on user history. Consumers regularly watching action movies, for instance, are more likely to see an action-heavy sequence as the thumbnail for a movie than a user who typically watches comedy movies. The company also introduced conversational search, which allows users to search for shows using natural phrases, such as saying they’ re looking for something funny and upbeat – rather than having to manually search through a static comedy section. By personalising the user experience through AI, the company is simplifying it, making platform use more intuitive and engaging – helping to better retain users in the long term.