Netflix has begun trialing a novel search feature driven by OpenAI’s technology, allowing users to find content by describing their mood or using natural language queries, according to Bloomberg. The experimental tool, currently available to a limited group of subscribers in Australia and New Zealand on iOS devices, moves beyond traditional searches based on titles, actors, or genres.
This new functionality enables users to input more specific requests, such as “a sad movie” or “a funny show with a strong female lead,” with the AI understanding the intent behind the natural language. Netflix already utilizes AI for its recommendation system, but this test explores a more direct and intuitive way for users to discover content.
While the initial rollout is limited to these two markets and only on iOS, Netflix reportedly intends to expand testing to additional regions, including the United States. The company has not yet indicated if or when the feature might become available on Android devices. This test signifies Netflix’s continued exploration of AI to enhance user experience and content discovery on its platform.