HBO Max has begun testing new tools designed to make choosing films and series easier inside its mobile app. The features include a personalized vertical short-video feed and a conversational search experience powered by artificial intelligence.
The initiative addresses a major streaming challenge: helping subscribers quickly find something appealing in increasingly large catalogs.
HBO Max Shorts presents scenes in a vertical format
HBO Max Shorts appears through an icon in the app’s lower menu and offers trailers, scenes, memorable moments and extra content in a vertical feed.
Recommendations are personalized according to viewing history and preferences. Users can immediately start the full title or save it for later.
The format brings the language of social networks into streaming discovery.
Artificial intelligence helps select the strongest clips
The feed combines artificial intelligence with human curation. An internal tool uses machine learning and scene metadata to analyze thousands of hours of content.
The system identifies visually striking or narratively relevant moments, after which HBO Max editors select the clips that best represent each production.
Approved scenes are adapted for smartphone-oriented vertical viewing.
The feature starts with iPhone users in the United States
The initial test is available to a selected group of iOS users in the United States.
Warner Bros. Discovery plans to expand the feature to other devices and markets and may later add sports content.
No launch date has been announced for Brazil.
AI search accepts more natural requests
HBO Max is also testing conversational search, allowing subscribers to describe what they want to watch using everyday language.
The system interprets context and suggests related titles rather than relying only on exact keywords.
Conversational search starts on Android
The experimental search is initially available to selected adult Android users in the United States.
User behavior and feedback will help the company improve recommendation accuracy before a broader rollout.
Streaming platforms compete for audience attention
Netflix, Disney+ and Peacock already offer comparable vertical experiences, while Netflix has also experimented with AI-assisted search.
Amazon uses AI voice search on Fire TV devices.
Navigation and recommendation quality have become important competitive factors alongside exclusive content.
Short videos may reduce decision time
Large catalogs often lead users to spend too long looking for something to watch.
A vertical feed offers quick samples that can reveal unfamiliar titles or revive interest in older productions.
The format can give less visible catalog titles another opportunity to attract viewers.
AI expands across the entertainment experience
These tools show AI being used not only in production but also in how content reaches audiences.
The technology organizes information, identifies relevant scenes, interprets requests and connects viewers with suitable titles.
Streaming services are likely to combine viewing history, AI, short videos and natural-language commands in increasingly personalized experiences.