Netflix has begun testing a new search feature powered by OpenAI technology, according to Bloomberg. This innovative search function allows users to find content based on more specific criteria than traditional searches, including their current mood.
The new AI-powered search goes beyond conventional parameters like genres or actor names, enabling more nuanced content discovery. Currently, this opt-in feature is available to select iOS users in Australia and New Zealand, with plans to expand to the United States in the coming weeks and months.
Netflix spokesperson MoMo Zhou confirmed the accuracy of Bloomberg’s report, noting that the company is in an early “learn and listen phase” for this beta feature. At present, there are no plans to extend the functionality beyond iOS devices.
This development aligns with statements made by Netflix co-CEO Greg Peters in a previous interview with The Verge’s Decoder podcast, where he highlighted the company’s 20-year history of utilizing machine learning and AI in its recommendation systems. Peters emphasized Netflix’s commitment to leveraging technical innovation to enhance both creator storytelling capabilities and user experiences.