Netflix is venturing into a new era of content discovery.
According to Bloomberg, the streaming giant is currently experimenting with an AI-powered search feature supported by OpenAI. This innovative system holds the promise of transforming how users explore and discover content on the platform.
This AI-driven tool can understand more nuanced queries, including searches based on mood, unlike the conventional search function that relies on genres, titles, or actors. For instance, a user could input phrases like “I feel nostalgic” or “funny shows for a bad day,” and the system will recommend relevant titles accordingly.
Currently, the feature is in its beta testing phase, accessible exclusively to a limited number of users in Australia and New Zealand, and only on iOS devices. Netflix has plans to extend testing to the United States in the upcoming weeks and months; however, there has been no confirmation yet regarding a broader release or availability on other platforms.
Netflix spokesperson MoMo Zhou confirmed that the company is in a “learn and listen” phase, utilizing user feedback to refine the experience. “We’re still adjusting the system to ensure it serves our members effectively,” she stated.
This innovation emerges as Netflix continues its exploration of AI and machine learning tools to enhance user experience. The platform already employs AI to power its recommendation algorithm, but this new feature could represent a significant advancement in personalized engagement.
Netflix co-CEO Greg Peters recently underscored the company’s commitment to the responsible application of AI — both to improve user interactions and to support creators in delivering compelling narratives.
As AI increasingly shapes the way media is consumed, Netflix’s latest initiative signals a future where finding the perfect show might be as straightforward as expressing how you feel.
