HBO Max has launched two AI-powered content-discovery features for its US iOS app: a vertical-video feed called HBO Max Shorts and an Experimental Conversational Search Tool. The changes aim to make choosing programmes and films quicker on mobile devices, but they also move the service towards the engagement-driven, infinite-scroll model associated with social media.

HBO Max Shorts presents an endless feed of clips from titles available on the platform, allowing users to swipe through previews and save programmes to a watchlist. Warner Bros. Discovery says the features use an in-house AI tool; the article argues that they could increase mobile viewing and give HBO Max more data on which clips retain attention, while potentially encouraging viewers to judge work from short excerpts rather than full films or series.