Netflix is experimenting with a new search feature powered by OpenAI, allowing users to search for shows using more specific terms, such as their mood. This new search function aims to go beyond traditional methods like searching by genre or actor, offering a more personalized experience for users. Currently, the feature is available as an opt-in beta for iOS users in Australia and New Zealand. Netflix spokesperson MoMo Zhou confirmed the details, stating the test would soon expand to the U.S. in the coming weeks, though it’s limited to iOS devices for now.
This innovative search engine aims to enhance the platform’s recommendation system by offering more tailored suggestions. Netflix has a long history of using machine learning and artificial intelligence in its recommendation algorithms, and this new development is seen as an extension of those efforts. The company is still in the early stages of the test, focusing on gathering user feedback to refine the feature. There are no current plans to extend the feature beyond iOS at this time.
The move reflects Netflix’s broader strategy of integrating cutting-edge technology like AI to improve user experience. In a past interview, Netflix co-CEO Greg Peters discussed how the company views AI as a tool to enhance both the creation of content and the overall user experience, emphasizing its role in helping members discover content in more engaging ways.
