Netflix is pushing the boundaries of how we discover content on its platform. The streaming giant has just rolled out a new AI search engine tool, offering subscribers a more intuitive way to explore movies and TV shows. This groundbreaking feature is powered by none other than OpenAI, the same team behind ChatGPT.
Netflix tests new AI search
With this new AI-powered tool, Netflix is taking its search capabilities beyond the traditional filters of title, genre, or actor. Now, users can search for content based on more specific queries — such as mood or themes — opening up an entirely new way of discovering shows and films. Imagine searching for something based on how you’re feeling, like looking for a lighthearted comedy or an intense thriller. The future of content discovery might just be here.
“Black Mirror may be able to draw inspiration for future episodes from the very platform it streams on,” one report joked, highlighting the eerily futuristic nature of Netflix’s latest move.
This shift towards more dynamic and natural language-based search shows that Netflix is keen to leverage AI to enhance user experience and content discovery. Powered by OpenAI’s robust language model, it seems subscribers will soon be able to type in natural language queries, making their search experience far more conversational and intuitive.
Netflix’s AI Search: An Extension of Their Ongoing AI Journey
Netflix’s use of AI isn’t exactly new. The company has been employing artificial intelligence for years, most notably in its recommendation algorithm, which helps users discover content based on their viewing history. However, this new search engine takes things a step further, allowing for a deeper level of personalization and user interaction.
Netflix expands AI search tool
Despite the excitement surrounding AI, Netflix is well aware of the pushback from creatives in the entertainment industry who are concerned about the role of AI in content creation. The company has been vocal in reassuring filmmakers, screenwriters, and actors that AI will not be used to replace them. Instead, this tool is strictly aimed at improving the user experience in discovering content, not in creating it.
“We would not use AI to replace filmmakers, screenwriters, or actors,” Netflix has previously stated, ensuring creatives that their roles are safe.
AI revolutionizes Netflix content search
Currently, the AI search engine is in the testing phase, and it’s only available to select customers in Australia and New Zealand who opt in through iOS devices. However, Netflix has plans to roll out this feature to other countries, including the U.S., in the near future.
