Netflix is currently experimenting with an innovative search engine powered by OpenAI that aims to enhance the way users discover content. Unlike traditional search functions that rely on filters such as titles, actors, and genres, this advanced AI tool will allow users to input search terms based on their mood or specific preferences. The feature is currently undergoing trials in Australia and New Zealand, with expectations to roll it out in the United States shortly.
While Netflix has been known for frequent price hikes and the incorporation of AI across its platform, many of its previous applications of artificial intelligence have largely worked behind the scenes. These applications include demand modeling, content analysis, trailer and artwork generation, and even aspects of content creation. However, these functions often remain invisible to the average user hunting for something to watch.
The streaming service has been successfully utilizing AI for recommendations based on users’ viewing histories for an extended period, leading to a more personalized experience. The new experimental search engine aims to take this personalization a step further. According to reports, the feature will enable users to search for titles and movies using more nuanced queries.
For example, if someone searches for “shows for a sad day,” the AI might recommend uplifting content tailored to their current emotional state. MoMo Zhou, a spokesperson for Netflix, confirmed to The Verge that this feature is still in its nascent stages, with some users already testing it on iOS devices in select regions. Although the feature is not compulsory and can be opted into, it remains primarily limited to iOS for now.
However, Netflix has expressed intentions to expand its testing to the US in the near future, hinting that Android users may also gain access once the feature progresses beyond the testing phase.
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