Netflix has introduced a new AI-powered search engine to a limited number of subscribers, enabling them to search for content using natural language and various queries, including mood, in a significant enhancement of the platform’s discovery capabilities.
The new AI tool, powered by OpenAI, the creator of ChatGPT, is currently available to certain subscribers who need to opt-in to use it. According to a report from Bloomberg, this development takes Netflix’s search capabilities beyond the traditional methods of looking up movies and TV shows by title, genre, or actor.
The AI search engine allows users to utilize a wide range of search queries, leveraging natural language processing made possible by OpenAI’s technology. This indicates a substantial step forward in how users can discover content on the platform, making it more intuitive and user-friendly.
Artificial intelligence is not entirely new to Netflix, as the streaming company already uses AI to power its recommendation algorithm. This existing AI-driven feature helps subscribers discover content based on their viewing history, making the introduction of an AI-powered search engine a further enhancement of the user experience.
As Netflix continues to experiment with AI, the company is mindful of the concerns expressed by creatives regarding the technology. Netflix has previously addressed potential fears about the impact of AI on the creative industry by stating that it would not use AI to replace filmmakers, screenwriters, or actors.
The AI search engine is presently in the testing phase, available on iOS devices to some customers in Australia and New Zealand, who must specifically opt-in to use the tool. Netflix plans to expand this test to other countries, including the U.S., in the near future, indicating a potential broader rollout of the feature.
