Warner Bros. Discovery (WBD) launched a personalized homepage system across its U.S. adult Max subscribers, after months of A/B testing.

The company first rolled out a trial last December among select customers to check the possible feedback about the upcoming feature.

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Max Debuts Homepage Personalization System

The new Max homepage claims to be smarter in recommending shows to watch. The system is also capable of eliminating shows that the user is not interested in based on the subscriber's watching data.

"Obviously, the more value you are getting from the catalog, the more likely they are to choose Max and more likely to stay with us," said Liesel Kipp, WBD group senior VP of streaming global product.

The goal of the new system is to connect its subscribers to more content that they are likely to consume based on their platform behavior. Repetitive titles are also targeted to be lessened with the new system to prevent viewer burnout.

Max Utilizes User's Previous Data to Improve Homepage System

The company is aiming to excel in terms of homepage efficiency, increase the time spent watching the product, boost the number of return visits to the app, and improve the diversity of content watched on the platform.

The new Max homepage features a vertical rail order and horizontal recommendations. Each rail is arranged differently for each user which is based on their individual preference.

Once the platform has gained enough information about the user's watching habits, the system will automatically remove the titles to make way for other content to be recommended.

The company also teased that it is exploring the use of generative AI technology. The AI could help Max's algorithm and pick up additional context from titles to create more relevant recommendations.

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