Max, the streaming service formerly known as HBO Max, has redesigned its homepage with features designed to foster personalization and help fight search fatigue. Last month Max rolled out “whole page optimization,” with added rows of personalized content across the entire homepage. Since that change went well, according to parent Warner Bros. Discovery, the company is doing more along those lines, emphasizing an algorithm-driven approach to content curation, similar to that used by Netflix. Viewing history and selection patterns now inform recommendations as to which shows, movies or content categories users might like.

“Warner Bros. Discovery quietly began rolling out a new homepage personalization system last December, when it began A/B testing the redesign,” Variety reports. “Now, as of the end of July, the changes have been implemented across all U.S. adult profiles.”

The result is that “Max is now smarter about which TV shows and movies it recommends for each individual user’s profile — and which ones to stop suggesting.” The goal is to more deeply engage viewers, keeping them as subscribers and boosting time on the platform.

“On the Max homepage, the vertical rail order and horizontal recommendations within each rail are now ordered differently for each user, depending on their own individual tastes and preferences,” Variety writes.

“We’re really leaning into title de-duplication so that we can improve the catalog exposure by removing repeat titles and balancing that also with watched content suppression,” explained Liesel Kipp, Warner Bros. Discovery group SVP of streaming global product.

By way of example, The Verge points out that fans of thrillers or horror “may see a collection titled ‘heart-pounding thrills’ toward the top of the page, or another titled ‘supernatural scares.’” Previously, Max used “a combination of human curation and personalization, but it was only limited to individual rows of content” whereas “the new system changes the look of your whole homepage to match your taste.”

Kipp tells TechRadar that since implementing the new system, Max “has seen a ‘meaningful lift’ in how long viewers watch content on Max, how many times they return, and the types of content people watch.”

Max is not the only platform experimenting with its UI, with “Amazon giving Prime Video subscribers a free update that uses AI to make more personalized recommendations for movies and shows, while Netflix is also testing some homepage redesigns,” TechRadar reports, adding that Max has “other plans in the pipeline for content personalization as it’s in the process of testing a Netflix-style rating system that will allow you to rate movies and shows with ‘love,’ ‘like,’ or ‘not for me.’”

And as with Prime Video, “Kipp says that Max is also going down the AI route of using social and emotional context from scenes within movies and shows you’ve watched to apply to your recommendations,” TechRadar notes.