Netflix is Testing a New OpenAI-Powered Search
Netflix has begun testing a new search feature powered by OpenAI technology, aiming to give subscribers a more intuitive and personalised way to find content on the platform.
According to a Bloomberg report confirmed by Netflix spokesperson MoMo Zhou, the experimental feature allows users to search for TV shows and movies using more descriptive and mood-based queries. Unlike the traditional system that focuses on titles, genres, or actor names, this AI-powered tool enables users to ask for recommendations based on specific feelings or themes – such as “something adventurous and funny” or “a drama with a strong female lead.”
The feature is currently being piloted on iOS devices in Australia and New Zealand, with plans to roll out the test to the United States in the coming weeks. For now, the AI search remains optional and is part of a beta phase as the company gauges user feedback.
“It’s early days for the feature and we’re really in a learn and listen phase for this beta,” Zhou told The Verge.
While OpenAI has not yet commented on the collaboration, the move marks a deeper integration of generative AI into Netflix’s user experience. It builds on the company’s two-decade use of machine learning for personalised content recommendations.
Speaking on The Verge’s Decoder podcast last year, Netflix co-CEO Greg Peters touched on the company’s approach to AI: “We think our job is to be proactive about understanding where there’s technical innovation… to serve creators and provide better user experiences.”
The test represents Netflix’s latest effort to stay ahead in an increasingly competitive streaming market, where enhanced content discovery is becoming as important as the content itself.
