Warner Bros. Discovery is introducing new AI-powered content discovery tools to HBO Max, including a vertical video feed and a conversational search experience designed to help subscribers find programmes more easily.
The first feature, HBO Max Shorts, presents users with a personalised stream of trailers, clips and bonus content in a vertically scrolling feed, similar to the short-form video experience popularised by social media platforms. Viewers can immediately begin watching a title or add it to their watch list.
The feature is powered by an in-house AI tool that analyses scene-level metadata to identify moments most likely to engage viewers. Human editors then select the final clips and adapt them for the vertical format.
Initially available to a limited number of iOS users in the United States, HBO Max said Shorts will be expanded to additional devices and international markets over time, with sports content also planned.
Warner Bros. Discovery has also begun testing an AI-powered conversational search feature on Android devices in the US. Accessible through the “Ask HBO Max” option, it allows subscribers to search using natural language prompts such as “in the mood for a comedy” or “dysfunctional family drama”, rather than relying on programme titles or keywords.
The company said the tool combines natural language understanding with semantic search to interpret users’ intent and recommend relevant content, even when the exact search terms do not appear in programme metadata.
The two launches form part of Warner Bros. Discovery’s wider strategy to improve content discovery as streaming services compete for viewer attention within increasingly large content libraries.
The move also reflects a broader industry trend towards AI-assisted user experiences. Netflix, Amazon Prime Video and Disney+ have all been investing in new recommendation and search technologies, while vertically scrolling discovery feeds are becoming an increasingly common way for streaming platforms to promote content and drive engagement.
