Netflix Might Soon Suggest Shows Based On Your Mood, Not Just Genres

If there are two things we’ve seen over and over lately, it’s Netflix hiking prices every other day and every service cramming AI into everything. Unsurprisingly, Netflix is no stranger to using artificial intelligence. According to Netflix’s Machine Learning research hub, the streaming service uses machine learning algorithms for “various use cases,” including content demand modeling, content understanding, trailer and artwork generation, and content creation.

While all of these use cases certainly help shape the Netflix experience behind the scenes, they don’t exactly come in handy for the average user. For instance, these aren’t features you’ll notice when you’re just trying to find something to watch.

Related

Fortunately, Netflix has also been using AI algorithms to recommend new movies and shows based on your viewing history for a long time. Now, the streaming service is allegedly taking this one step further by testing an AI search engine powered by none other than OpenAI.

Struggling to find what to watch? Netflix’s new feature could fix that

According to a report from Bloomberg, Netflix is testing an OpenAI-powered search engine that will use AI to help suggest TV shows and movies with search terms that go beyond the streaming service’s current search tools.

For instance, at the time of writing, you can search on Netflix using standard features like titles, actor names, genres and subgenres, language, and keywords. If the streaming service doesn’t have the exact show you’re looking for, it can also surface similar titles based on the show’s overall vibe. For example, Netflix removed one of my favorite shows, How to Get Away with Murder, in my region a while ago.

If you haven’t watched it before, it’s a crime/psychological thriller that leans heavily on law and legal drama. When I try to search for it on Netflix now, just by typing “How to get away” in the search bar, the search result was: “Looking for “How to Get Away with Murder”? We don’t have that but you might like:” and it suggested similar shows like Suits, The Lincoln Lawyer, Blacklist, and more.

Bloomberg’s report states that the new search engine will let users search for shows and movies using more specific terms, like their mood. While I haven’t gotten the chance to try the feature out for myself just yet, I assume it would be able to suggest titles I’d want to watch if I searched for something like “shows for a sad day.”

A Netflix spokesperson, MoMo Zhou, confirmed to The Verge that the feature is indeed in its early days and that Bloomberg’s report is accurate. At the moment, it’s already available for some users to try in Australia and New Zealand. Like many AI features nowadays, users won’t be forced to use this feature, since it’s opt-in if you want to try it.

Unfortunately, it’s currently only available to test on iOS devices. But if Netflix decides to proceed with it and the feature makes it out of its testing phase, we’re sure it’ll eventually make its way to Android devices too. According to The Verge, Netflix has said there currently aren’t any plans for the feature outside of iOS, which we assume only applies to the testing phase. The Netflix spokesperson also confirmed that the experimental test will expand to the US in the “coming weeks and months.”