How does Netflix use AI?
Wondered how Netflix knows exactly what sort of show you’re craving for at 2am? Netflix’s recommendation engine is one of the most well-known examples of how AI is used to enhance user experience. The recommendation engine uses Machine Learning to analyse vast amounts of data, including users’ viewing history, search queries, and rating patterns, to provide personalised recommendations.
The recommendation engine uses collaborative filtering, content-based filtering, and other machine learning techniques to analyse this dataset and generate personalised recommendations for individual users. Collaborative filtering analyses the behaviour of users with similar interest as yours, to suggest content that appeals to you. Content-based filtering, on the other hand, involves analysing the features of the content you have consumed to suggest similar ones. These methods, combined with analyses of many other factors, produces the intelligent recommendation engine that makes our movie nights seamless. In fact, your recommendations also change based on your local time as the engine understands your interests would vary through the day! To ensure you find content you like on every login, the recommendations are also adjusted based on how long you browse through the contents before selecting one. This personalised experience keeps users engaged, increases customer satisfaction, and ultimately leads to increased retention and revenue for Netflix.
Recommendation engines have gained their spot in being a powerful player among successful businesses. Amazon’s e-commerce website is yet another showcase example of how a good recommendation system can go miles. Amazon’s recommendation engine show’s the user an array of products based on their shopping history or even their ongoing search.
How is this relevant to your business?
A good recommendation engine is an essential tool for any content-rich platform, whether it’s an e-commerce website, collection of blog posts, or research journals.. A well-designed webpage with clear navigation and relevant content recommendations can significantly improve user engagement and retention.
The personalisation brought through with AI can also serve targeted marketing campaigns. By analysing user behaviour and preferences, organisations can help prevent spamming and deliver targeted emails, text messages or push notifications that are more likely to be of interest to the user. This not only improves the user experience but can also drive higher engagement and revenue for the platform.
Chatbots as opposed to FAQs, provide a 24/7 personalised mode of communication for the customers. Without the need for an extensive workforce, chatbots automise answering queries, providing assistance in real-time. This helps organisations to reduce customer wait times, improve response times, and free up customer service representatives to focus on more complex issues.
Ultimately, a good personalised experience makes users happy and keeps them coming back for more. By providing personalisation that is relevant to the user’s interests and preferences, the platform can create a more engaging and satisfying user experience, and ultimately, higher revenue for the platform.
Content creation is an essential aspect of Netflix’s business model, and AI plays a significant role in this process. Netflix uses machine learning algorithms to analyse vast amounts of data to identify new content opportunities, inform creative decisions, and optimise content delivery.
When it comes to their own productions, Netflix rarely fails to hit the mark. Based on user data, including viewing patterns, search queries, and social media trends, Netflix uses predictive analyses to inform its content creation strategy. For example, if a particular genre or theme is gaining popularity among users, Netflix can use this information to anchor content acquisition and production decisions. For example, by analysing data on user interests, search queries, and viewing patterns, Netflix identified the popularity of a particular book and a simultaneous growing interest in chess. This led to the creation of the hugely popular show, “Queen’s Gambit”. This data-driven approach informed the decision to greenlight the show and helped to ensure its success.
Have you ever wondered how the trailers that appear when you hover over a show’s thumbnail are produced? You guessed it! Netflix uses AI to enhance the creative process itself. The company has developed an AI-powered trailer creation tool that analyses the visual and audio elements of a show to create a personalised trailer for each user. The tool uses machine learning algorithms to identify the key scenes and moments that are most likely to appeal to each user based on their viewing history and preferences. By tailoring the trailers to each user, Netflix is able to increase engagement and retention rates by delivering content that is more likely to be of interest to the viewer.
How is this relevant to your business?
Product-based organisations can learn from Netflix’s approach by using data analytics and AI to identify market trends and inform product development decisions. By analysing data on user interests, search queries, and social media trends, organisations can gain valuable insights into consumer preferences and identify opportunities for new product development or improvements to existing products.
Organisations can also use predictive analytics to anticipate consumer demand and optimise production and delivery processes accordingly. This data-driven approach can help organisations to stay ahead of the competition by delivering products that meet evolving consumer needs and preferences. Additionally, using AI-powered tools in tailoring content to individual users based on their preferences and behaviour, organisations can increase the likelihood of users returning to their platform or purchasing their products.
Overall, by leveraging AI and data analytics, organisations can gain a competitive edge in today’s fast-paced market by making informed decisions based on consumer trends and preferences.
It’s fair to say, Netflix would not be what it is today if the large library of content wasn’t seamlessly accessible. They ensure that as a user, one has the best possible viewing experience. This is done through smart resource allocation strategies. To optimise their resource allocation, they analyse data on user viewing habits, preferences, and feedback to determine which titles are likely to be successful. This helps them to allocate their resources effectively and to ensure that they have enough servers and bandwidth to deliver their content without interruptions.
Netflix also uses data science and AI to optimise server utilisation and network bandwidth. The company has developed an AI algorithm that automatically adjusts the bitrate of videos to deliver an uninterrupted streaming. This ensures that users don’t experience buffering or other quality issues, leading to better customer satisfaction and retention.
How is this relevant to your business?
Organisations may apply similar principles by analysing user behaviour data to identify which web pages or content are the most popular and allocate resources accordingly. For example, if a particular web page or content is expected to be in high demand, a company can use predictive analysis to cache the content or pre-load elements of the webpage to ensure quick access and faster loading times for users.
Organisations can optimise load balancing algorithms by analysing historical data and making adjustments to improve performance. For example, a company can use machine learning algorithms to identify patterns in network traffic and adjust load balancing algorithms to optimise server utilisation, reduce latency and improve response times for users. It is crucial to note that the user experience is of utmost importance in website performance optimisation. The well-known metric that if a user doesn’t see what they are looking for within 3 seconds (on average), then they will leave the page highlights the importance of fast response times. Therefore, when implemented smartly, AI can improve overall system performance.
Chaos Monkey is a tool developed by Netflix that uses AI to optimise the company’s infrastructure and improve the reliability of its services. The tool is part of Netflix’s broader approach to chaos engineering, which involves deliberately introducing failures and disruptions into the system to test its resilience.
Chaos Monkey works by randomly terminating instances within Netflix’s infrastructure, simulating a real-world failure scenario. By doing so, the tool helps Netflix identify potential weaknesses in its system and improve the resilience of its services.
Machine learning algorithms are applied to analyse data on past failures and the impact of those failures on the system. This enables Chaos Monkey to identify patterns and make more targeted decisions about which instances to terminate, improving the overall efficiency of the tool.
How is this relevant to your business?
Netflix’s use of Chaos Monkey to optimise their development workflows. It is important to embrace a culture of experimentation where the introduction of failures is not frowned upon but encouraged. Organisations should analyse data on past failures and their impact on the system to improve the efficiency and effectiveness of their testing and simulation environments. This might seem like a tedious task for humans, but AI algorithms are masters at quickly recognising patterns. Based on these findings, informed decisions about which aspects to challenge during testing can help identify system weaknesses.
AI backed testing tools, such as Testim, mabl and Functionize, can not only ensure a fool-proof system but also automate the testing process, freeing up time for other creative ventures. Integrating testing tools powered by AI into the development process results in enhanced deliverable quality, automation, increased customer satisfaction, and ultimately, improved business performance.
To sum it all up
Netflix has truly revolutionised the world of streaming, and it’s all thanks to their innovative use of AI. It’s incredible how they’ve been able to personalise their user experience, optimise their resources, and streamline their development workflows using data science.
One of the key things that other businesses can learn from Netflix is the importance of personalization. By understanding what their customers want and need, companies can offer better products and services, and create more targeted marketing campaigns. Netflix’s use of AI to provide personalised recommendations and content has been a major factor in their success, and it’s definitely something other businesses should consider.
Another important lesson we can learn from Netflix is the power of data. By collecting and analysing data, businesses can gain valuable insights into their customers’ behaviour and preferences, and use that information to improve their products and services. Netflix has been able to use their extensive data collection and analysis to create new content, optimise their resources, and improve their development workflow.
Lastly, Netflix’s use of AI underscores the importance of innovation and continuous improvement. They are constantly experimenting with new technologies and algorithms to provide a better user experience and stay ahead of the competition. This is a great reminder for businesses that it’s important to keep trying new things and to never stop improving.
In short, Netflix has taught us so much about the power of AI and data science, and how they can be leveraged to create better products and services, and drive growth. It’s exciting to think about what other businesses can do with this technology, and how it can be used to make our lives even better.
With Vidar’s broad experience with design and usability, he is responsible for strategising the use of digital design within Studio Vi.