Ever found yourself scrolling endlessly through Netflix, unsure what to watch? The streaming giant is trying out a potential solution, tapping into the power of OpenAI to create a smarter search experience.
Netflix has started testing a new search feature, initially available as an opt-in beta for some iOS users in Australia and New Zealand. According to reports confirmed by the company, this isn’t just about finding titles by actor or genre anymore. The new AI-powered search aims to understand more nuanced requests, letting you look for shows or movies based on specific descriptions – or even your current mood. Imagine searching for “a funny movie after a long day” or “an inspiring documentary about overcoming challenges.”
While specific details are still emerging, the goal seems to be moving beyond simple keywords. “It’s early days for the feature and we’re really in a learn and listen phase for this beta,” Netflix spokesperson MoMo Zhou told The Verge, confirming the test. She added that while there aren’t immediate plans beyond iOS, the test is expected to expand to the US “in the coming weeks and months.”
This isn’t Netflix’s first foray into using advanced tech; the company has long relied on machine learning for its recommendation algorithms. This OpenAI integration, however, represents a more direct, user-facing application of AI to help navigate its vast library.
For now, it’s just a test limited to a small group. But if successful, this AI-driven search could fundamentally change how we find what to watch next, making the process feel a bit more intuitive and personalized. Keep an eye out for potential wider rollouts later this year.
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