Netflix is quietly working on something that could change how you find your next binge-worthy show. The streaming giant has started testing a brand-new AI-powered search engine, one that promises to be a lot smarter and more intuitive than what we’ve been using so far. Powered by OpenAI’s advanced language models, this new feature is currently being rolled out in Australia and New Zealand, with plans to potentially expand to more regions soon.
So, what’s different about this AI search? Instead of just typing a movie title or genre, users can now use far more specific and nuanced prompts, think moods, situations, or even plot elements. Want something “darkly funny with a strong female lead” or “uplifting dramas set in small towns”? Netflix’s AI will try to understand your vibe and serve up titles that match. It’s a more personalised, conversational way to navigate the ever-growing content jungle.
According to a Bloomberg report, this experimental tool is only available to select users for now and is being tested exclusively on the iOS app. A Netflix spokesperson, MoMo Zhou, confirmed to The Verge that there are currently no plans to bring the feature to other platforms, at least not until they’ve fine-tuned it based on user feedback.
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While Netflix hasn’t disclosed exactly which OpenAI model is powering the feature, the move clearly signals a shift towards more dynamic and intelligent user experiences. This isn’t the first time Netflix has dabbled in AI, over the years, the platform has used artificial intelligence to refine recommendations, personalise artwork, and even assist in production decisions. But this marks one of its most consumer-facing uses of the technology yet.
There’s also buzz that the AI-powered search could make its way to more markets soon, possibly including the US. Whether India is on that list remains uncertain, but considering the country’s massive streaming audience, it wouldn’t be surprising to see it there eventually. For now, it’s a wait-and-watch game. But one thing’s clear: Netflix wants to do more than just recommend, you might soon be talking to it like a well-informed friend who knows exactly what kind of content you’re in the mood for.