Summary: Netflix is testing an AI-powered search engine powered by OpenAI. The new feature will allow subscribers to search for content on the platform using more specific terms, such as mood. It is currently available to some iOS users in Australia and New Zealand and will be rolling out to the US in the near future.
Netflix is testing a new AI feature that could radically change the content search experience. According to Bloomberg, the new AI search engine powered by OpenAI’s tech is currently available to some iOS users in Australia and New Zealand. The feature can only be enabled optionally and allows users to search for content using much more specific criteria, such as mood.
Netflix is testing an AI-powered search engine with limited users
The new search engine promises much more than Netflix’s current system. Subscribers will be able to search not only by movie/series title, genre, or actor but also by mood or other search queries, using natural language. This will allow users to find the content they are looking for more easily and in a more personalized way.
Netflix has used AI in its content recommendation system before. However, this new step expands the role of AI within the platform even further. The platform also states that it is aware of criticism from the creative community while taking advantage of this technology. The company emphasizes that it will never use AI to replace directors, screenwriters, or actors.
As mentioned above, the new AI-powered search function is currently in limited testing and will be rolled out to the US in the coming weeks and months. Netflix plans to continue developing the engine as it listens to user feedback in different regions. If successful, it could completely transform the platform’s content discovery experience.
Android users may have to wait a while longer for the new feature
Netflix spokesperson MoMo Zhou said there are currently no plans for the AI-powered search engine outside of iOS. So for now, testing will remain limited to iOS, and Android users will have to wait a bit longer. However, it is still too early for the feature, and things may change in the near future.
Zhou’s statement about the new feature is as follows: “It’s early days for the feature, and we’re really in a learn and listen phase for this beta.”
