Netflix is introducing an innovative AI-powered search feature that aims to transform how viewers discover content on the streaming platform. The new search tool, developed in partnership with OpenAI, is currently being tested among select subscribers in Australia and New Zealand.
Unlike traditional search methods that rely on titles, actors, or genres, this advanced system allows users to find content based on more nuanced criteria like their current mood. The feature leverages natural language processing to understand and respond to conversational search queries.
While Netflix has long used artificial intelligence for its recommendation algorithm, this new search capability marks an expansion of AI integration into the user experience. The streaming giant emphasizes that this technology will complement, not replace, creative professionals in the entertainment industry.
The testing phase is currently limited to iOS devices, with users required to opt-in to access the feature. Netflix plans to expand the trial to the United States in the coming months, though specific dates haven't been announced.
This development aligns with Netflix's ongoing efforts to enhance content discovery through machine learning. The company already employs AI for various backend operations, including content demand analysis and artwork generation.
The new search tool could potentially help viewers find shows and movies more intuitively. For example, instead of browsing through genres, users might search for "shows for a sad day" and receive tailored recommendations.
As the testing continues, Netflix will evaluate user response before determining broader implementation plans. While currently iOS-exclusive, the feature may eventually extend to other platforms pending successful trial results.