Netflix is rolling out an innovative search feature that aims to help viewers find content based on their emotional state. The new AI-powered tool, developed in partnership with OpenAI, will allow users to discover shows and movies through natural language queries that match their current mood.
The streaming giant is initially testing this feature with select iOS users in Australia and New Zealand, with plans to expand to the United States in the coming months. This marks a notable shift from Netflix's traditional search methods, which typically rely on titles, actor names, or basic genre categories.
The new search capability will understand and respond to emotion-based queries. For instance, viewers feeling upbeat could type "happy" to receive suggestions for comedies and feel-good content. Similarly, those seeking more serious fare could input queries reflecting their current emotional state to find matching dramatic content.
Netflix spokesperson MoMo Zhou confirmed the testing phase, noting that the company is in a "learn and listen phase for this beta." Currently, there are no plans to extend the feature beyond iOS devices.
This development builds upon Netflix's existing AI implementations, which already power its recommendation system based on viewing history and user preferences. The new mood-based search represents a more sophisticated approach to content discovery, potentially offering a more personalized and intuitive way for viewers to find exactly what they want to watch.
The move comes as streaming services compete for viewer attention, with personalization becoming increasingly important. By incorporating emotional context into its search functionality, Netflix aims to create a more engaging and user-friendly experience that better understands and responds to viewer preferences.
As the feature remains in early testing, its long-term impact on viewing habits and user satisfaction is yet to be determined. However, it represents a notable step forward in how streaming platforms use AI to enhance content discovery.