Netflix is taking a significant leap forward in enhancing user experience by testing a groundbreaking search feature powered by OpenAI, which aims to revolutionize how customers discover movies and shows to watch. According to a report by Bloomberg, selected users in Australia and New Zealand have been granted exclusive access to this innovative tool. This new functionality will empower users to search for content using a variety of terms beyond the conventional methods of inputting a specific show title, actor’s name, or simply the genre they are interested in. For instance, users will now have the capability to search using descriptive phrases that reflect their current emotional state or mood, allowing for a tailored viewing experience. This means that if someone inputs a term like “sad,” the feature could intelligently surface a selection of dramatic shows that resonate with that feeling. Since this feature is powered by generative AI, it is expected that users will benefit from the ability to utilize natural language, making their searches more intuitive and personalized.

As highlighted by Bloomberg, Netflix has already been leveraging artificial intelligence in various capacities, such as analyzing user preferences through their viewing history to recommend titles that align with their tastes. The company is actively exploring additional avenues to integrate this advanced technology into their services. Currently, the OpenAI-powered search function is in its testing phase in just the two aforementioned countries, but Netflix has ambitious plans to expand its testing to a broader audience, which may include markets like the United States. Historically, Netflix has rolled out features to Android users before making them available on iOS, but this time, the new search capability is exclusively accessible on iOS devices at present. It remains uncertain whether the next wave of test markets will also have access to this feature on Android platforms.