Netflix is reportedly testing a new AI-driven search feature that aims to enhance how users find shows and movies, moving beyond the conventional title or genre searches. According to Media, the streaming service is piloting this tool in Australia and New Zealand, with a select group of users participating in the trial.
Developed with OpenAI’s technology, this innovative search function is capable of interpreting natural language queries, allowing users to discover content based on specific moods, themes, or detailed descriptions. For instance, if a user inputs “something sad,” they might receive recommendations for emotional dramas, while a search for “funny and fast-paced” could lead to comedies or action films. This represents a departure from traditional search methods that rely on show titles, actors, or fixed categories, creating a more intuitive and personalized user experience.
Netflix is already utilizing AI in various personalization features, like recommending content tailored to individual viewing patterns. This recent development indicates the company’s ongoing commitment to expanding its use of AI to improve content discovery and user engagement.
At present, this Netflix feature is exclusively available on iOS devices in certain regions. Although Netflix typically introduces new features on Android first, this trial seems to be following a different path. There are indications that Netflix intends to broaden testing to more markets, possibly including the United States, although an official timeline has yet to be announced. The outcomes of these initial trials could influence the evolution of search tools across streaming services in the future.
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