HBO Max has joined the trend of vertical video feeds and introduced an experimental conversational search feature. The new Shorts icon in the bottom navigation menu will offer a customised feed based on users' watch history, presenting trailers, clips and bonus content tailored to their preferences.

The AI tool behind these recommendations is scene-level metadata powered by an analysis of thousands of hours of film and TV show content. Editors then curate which clips best represent the streaming service's library of content.

This move by HBO Max mirrors similar initiatives from other streaming services like Netflix, Disney+ and Peacock, all aiming to keep viewers engaged with short-form content. The Shorts feed is being tested on select iOS users in the U.S., before a wider rollout across devices and markets.

The new conversational search feature uses natural language understanding to interpret queries and recommend relevant movies and TV shows, such as 'in the mood for a comedy' or 'best movie for a girls night in.'

As AI becomes more integral to our viewing habits, it’s clear that our streaming platforms are becoming extensions of ourselves, learning from our preferences to keep us engaged.