Max rolls out AI-powered video previews to improve content discovery

Max is rolling out AI-powered autoplaying video previews that will automatically select “standout” scenes from its library of shows and movies. The feature represents a significant shift in how streaming platforms curate content discovery, with Warner Bros. Discovery betting that AI can dramatically reduce the manual effort required to create engaging previews while improving user experience.

What you should know: The video previews are launching to US users now, with the AI-assisted clip selection coming in the “coming weeks.”

• Users will see previews when hovering over content, similar to Netflix‘s interface.
• Max will include options to turn off audio or video in the autoplaying content.
• The AI tool will identify scenes that Max’s team will then use to choose featured clips.

How it works: Warner Bros. Discovery’s AI technology will automatically scan Max’s entire content catalog to identify compelling moments for preview clips.

• “This AI-driven technology will enable us to identify Drop-in Moments for the vast catalog of content on Max and significantly reduce the manual time needed to curate previews,” said Avi Saxena, Warner Bros. Discovery’s chief technology officer.
• The system will analyze scenes across shows and movies to surface the most engaging content.
• Human curation will still play a role in final clip selection based on AI recommendations.

The bigger picture: This update comes as Max prepares for another major brand change, reverting back to HBO Max sometime this summer.

• The streaming service recently updated its interface in January, moving options from the top menu bar to the left side of the screen.
• This interface change runs counter to Netflix’s upcoming homepage redesign strategy.

Why this matters: AI-powered content curation could give Max a competitive edge in the crowded streaming market by making content discovery more efficient and engaging while reducing operational costs for preview creation.