HBO Max Tests TikTok-Style Shorts and AI Search

HBO Max is testing two new features aimed at reshaping how users discover content: a TikTok-style vertical video feed called 'Shorts,' and an experimental AI-powered conversational search tool. Warner Bros. Discovery announced both features together on Tuesday.

What's rolling out

The Shorts feed brings short-form, vertically scrollable video to HBO Max, surfacing trailers, clips, and bonus content pulled from the platform's existing library. Content is tailored based on a user's watch history, and the feed is accessible through an icon on the bottom navigation menu. Warner Bros. plans to expand Shorts to more devices and markets over time, add sports content, and refine the experience based on how users interact with it.

Separately, HBO Max is launching an experimental conversational search feature powered by AI, allowing users to search using natural, open-ended queries rather than exact titles or keywords.

Limited rollout, for now

Both features are launching in narrow test groups in the US:

The Shorts feed is available to select iOS users.
Conversational search is available to select adult Android users.

No broader rollout dates have been announced beyond the initial Tuesday launch, and Warner Bros. Discovery hasn't shared user adoption numbers, engagement data, or details on how Shorts content is produced (AI-generated vs. manually curated) or monetized.

Following the leaders

HBO Max isn't first to either idea. Netflix, Disney+, and Peacock have already introduced vertical short-form video within their apps, and Netflix has also worked on AI-powered conversational search. Amazon's Fire TV already includes an AI voice search feature that responds to open-ended questions about shows and movies.

Sources differ on how far along Netflix's conversational search actually is: one report describes it as already launched last year, while another characterizes it as still in testing. The discrepancy leaves the competitive timeline somewhat unclear.

Risks and open questions

HBO Max's cautious, US-only, single-platform testing approach (iOS for Shorts, Android for search) could slow early feedback and delay a wider release. Entering vertical video after several competitors also raises the question of whether HBO Max is differentiating itself or simply catching up. And because Shorts recommendations depend on watch history, inaccurate tailoring could undercut the feature's usefulness for content discovery.

Other unresolved details include how the 'adult users only' restriction on conversational search will be verified, and which AI model underlies the search tool.

Why founders should care

For founders building content, media, or discovery-focused products, this rollout is a signal — not a guarantee — that vertical short-form video and conversational AI search are increasingly likely to become baseline user expectations across streaming and content platforms, rather than novel differentiators. The fact that multiple major players are independently converging on similar features suggests this trend has a reasonably good chance of spreading further across the industry, making it worth monitoring for teams building recommendation engines, content apps, or search tools. HBO Max's phased, limited-market testing strategy — small user segments, single platforms, gradual expansion — also offers a plausible playbook for founders considering how to de-risk the launch of experimental, engagement-driving features.