Streaming platform Netflix is reportedly testing a new AI-powered voice search feature designed to make content discovery faster and more personalised for users. The feature is currently available in beta for a limited group of users in the US and is being tested on select devices.
According to reports, the new search system uses artificial intelligence to understand user intent and provide recommendations based on moods, preferences, and contextual prompts instead of basic keyword searches.
The feature is reportedly working on devices such as Chromecast with Google TV and TCL Google TV, while it is currently unavailable on Roku and Fire TV devices.
Users testing the feature are said to see suggestions like “watch it in the background” and “I need a good cry.” Netflix has also reportedly added an “Ask” button with a waveform icon, allowing users to search for movies and shows using natural voice prompts such as “movies after a long, tiring day.”
The AI system is said to understand complex and unusual requests and deliver accurate recommendations. During testing, prompts like “fun kids TV shows about death” reportedly surfaced titles such as A Series of Unfortunate Events and Raising Dion, showing the model’s ability to understand detailed context and intent.
Despite its advanced capabilities, the beta version still has some limitations. Reports stated that the feature currently cannot connect with Netflix’s personalisation engine, meaning it cannot recommend content based on a user’s viewing history. The tool also reportedly replies only through text and does not provide spoken responses.
The AI-powered search feature is also said to occasionally make mistakes while suggesting content, although such cases are reportedly rare.
Netflix has not officially announced a wider rollout timeline for the feature or confirmed whether it will remain limited to specific subscription plans or devices.
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