In a significant move towards enhancing user experience, HBO Max has introduced a new feature called HBO Max Shorts, aimed at facilitating content discovery through vertical video format. The announcement was made on Tuesday, highlighting the platform’s latest AI-driven mobile enhancements tailored for its U.S. subscribers.
Currently undergoing testing with a select group of iPhone users, HBO Max Shorts allows subscribers to access a dedicated Shorts icon within the app’s navigation menu. By tapping this icon, users can explore a variety of trailers, clips, and bonus content specifically curated based on their viewing history. This personalized approach enables users to directly watch the related movie or show, add it to their “My List” queue, or simply browse through additional content.
Unlike some of its competitors, HBO Max Shorts does not currently feature original programming. Instead, the focus is on promoting existing content to encourage viewers to engage with the platform’s extensive library. This development comes as rivals like Netflix and Disney Plus have also ventured into vertical video offerings, aiming to draw viewers to their long-form content.
The selection process for which content is transformed into the vertical format relies on an in-house AI tool. This technology assists human editors in sifting through vast amounts of footage to identify the most engaging and impactful scenes for users. “We’re thrilled to launch this application of AI to accelerate the creation of these clips and look forward to quickly expanding to make even more of our amazing content offering discoverable through this new feature,” stated Deepna Devkar, HBO Max’s senior vice president of Machine Learning Engineering.
Additionally, HBO Max is testing another feature called Ask HBO Max, which utilizes AI to help users find content through natural language queries. This feature allows subscribers to express their preferences, such as “in the mood for a comedy” or seeking the “best movie for a girls’ night in.” Plans for broader rollout to more devices and markets are underway.