Netflix's homepage is being redesigned.

The streaming giant announced Wednesday that it is improving its appearance to make the platform “more personalized” and improve its interface. It marks the first major redesign of the ribbon since 2013.

"We have been constantly improving it over the past 12 years, mainly behind the scenes, but thanks to the expansion of new technologies and entertainment products, we think it's time for a huge leap forward."

According to Netflix’s publication Tudum, the new layout is designed to improve Netflix’s advice for every viewer, make navigation easier and create Netflix Hub, and customize it to every user based on Netflix’s publication Tudum.

The news came as Netflix continues to double its offerings to subscribers, including live event programming. The streaming giant has already hosted its first NFL game, and the weekly World Wrestling Entertainment “RAW” started streaming earlier this year.

Kim said the homepage update is “simpler, more intuitive and better representing the breadth of entertainment on Netflix on Netflix, noting that Netflix “attracts more than 700 million flavors of global audiences. ”

“Our current TV experience is built for streaming shows and movies,” King said. “This piece is designed to give us a more flexible canvas now and in the future.”

Netflix said in the announcement that the new TV experience “will start rolling out to members later this month.”

The company said it will also test vertical feeds for mobile users, which will feature users’ “best choice” clips and allow users to watch shows or movies immediately, add them to their list or share titles with friends.

Netflix also plans to launch a generative AI search tool for mobile devices, which will allow users to ask Netflix for suggestions on using more conversational languages, such as “I want to see something interesting and optimistic.”

“It all starts with great shows and movies that people love,” Netflix CTO Elizabeth Stone said in a statement. “But if you consider all areas where Netflix has a big advantage, our coverage, our advice, our fans, the technology can achieve all of these things. The technology includes AI.”