Netflix is testing out a new search feature powered by OpenAI, according to Bloomberg. This test aims to offer users a more refined way to search for content, going beyond traditional search methods that typically rely on genres or actor names.
The new system will allow subscribers to search using highly specific terms, including mood-based queries. For example, users might be able to search for shows based on how they are feeling at the moment.
Currently, the feature is available to a select group of users in Australia and New Zealand on iOS, and Netflix plans to expand the test to the US in the coming weeks and months. However, the feature is only available on iOS at this stage, and there are no immediate plans to roll it out beyond that platform.
According to Netflix spokesperson MoMo Zhou, the company is in the “learn and listen” phase for this beta. While the feature has the potential to change how users discover content, Netflix is still fine-tuning the system to ensure it meets the needs of subscribers.
This move comes as Netflix continues to explore new ways to leverage AI and machine learning. In the past, the company has relied on AI for its recommendation system, helping users discover content based on their viewing habits. Netflix co-CEO Greg Peters spoke about the company’s ongoing interest in AI, highlighting the balance between using technology to improve user experience and supporting creators in telling their stories.
As Netflix continues testing this new feature, it’s clear that AI will play a larger role in how content is found and consumed on the platform.
