Netflix's New AI Search Feature Will Understand Your Viewing Moods

Netflix is testing a new search feature powered by OpenAI technology that aims to improve how users discover content on the streaming platform, according to multiple reports.

Netflix Smaller 4
The new AI-powered search capability will allow subscribers to use more natural language queries beyond traditional searches for genres or actors. Users will be able to search for content based on more specific criteria, including their mood, Bloomberg reports.

Netflix spokesperson MoMo Zhou confirmed to The Verge that the feature is currently being tested with select users in Australia and New Zealand on iOS devices. Zhou added that the test will expand to the United States "in the coming weeks and months," although there are currently no plans to extend the feature beyond iOS.

During Netflix's first-quarter earnings call, CEO Greg Peters spoke about the importance of improving content discovery on the platform.

"There is more room to improve the discovery and recommendation experience, and therefore provide more value for members, and therefore find the biggest audiences for our titles," Peters said.

The new search functionality is opt-in for users, suggesting Netflix is taking a cautious approach with its latest AI feature-in-testing. "It's early days for the feature and we're really in a learn and listen phase for this beta," Zhou said.

AI search comes alongside other user experience improvements, including a redesign of Netflix's TV app homepage – the first major structural change to the interface in over a decade, according to Peters. The company plans to roll out the redesign later this year.

Netflix has employed AI and machine learning for its recommendation algorithms in the past, but this new search function will be an expansion of the company's use of generative AI technology.

Co-CEO Ted Sarandos has previously stated that AI will help improve filmmaking, but it won't replace creative personnel like screenwriters and actors. It's a sensitive topic in Hollywood where many have expressed concerns about AI potentially cutting jobs and reducing costs.

Netflix reported a 12.5% increase in first-quarter revenue, reaching $10.54 billion compared to the same period last year.

Tag: Netflix

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Top Rated Comments

Skyscraperfan Avatar
9 weeks ago
I would prefer opting out of suggestions.
Score: 20 Votes (Like | Disagree)
turbineseaplane Avatar
9 weeks ago
After recently seeing what's on there at someones house:

I'm blown away anyone is paying for, let alone watching, the catalog of hot garbage time wasting "content".
Score: 16 Votes (Like | Disagree)
maruyama Avatar
9 weeks ago
Good to see they’re addressing the biggest problem I have with Netflix: I never know which trite, lazily-written, soulless, overproduced slop I’m in the mood to watch.
Score: 13 Votes (Like | Disagree)
Jack Burton Avatar
9 weeks ago
It will probably just suck.
Score: 10 Votes (Like | Disagree)
DEMinSoCAL Avatar
9 weeks ago

If it's about Netflix, then it's interesting. It is one of the best apps for watching shows and movies.
For $25/mo (for the privilege of see all your 4K tv can display) it better be the best.
Score: 9 Votes (Like | Disagree)
Adoniram Avatar
9 weeks ago
I would love to be able to search by describing a scene in a movie or a particular plot thread and have the actual movie show up. That would be awesome.
Score: 8 Votes (Like | Disagree)