Netflix is working on something new, a smarter, AI-powered search engine, and it’s being tested right now in Australia and New Zealand. According to a Bloomberg report confirmed by Netflix, this new search tool uses OpenAI’s technology to let users search for shows and movies in much more personal and specific ways.
So what’s different? Instead of just typing in a genre or an actor’s name, users can search based on their mood or more detailed descriptions. For example, you might type “funny movies to watch when I’m feeling stressed” or “shows with strong female leads set in the 90s,” and Netflix would pull up suggestions to match.
Right now, it’s an optional feature available for iOS users in those two countries, but Netflix says it plans to bring it to the US in the coming weeks and months. No word yet on whether Android or other platforms will get it anytime soon.
Netflix spokesperson MoMo Zhou told The Verge that this is still an early test and the company is in a “learn and listen” phase, seeing how people use it before deciding what’s next. OpenAI, the company behind the AI tech powering this feature, hasn’t commented on the partnership yet.
Interestingly, Netflix has been using AI in its recommendation system for over 20 years, but this feels like the next big step. Netflix co-CEO Greg Peters had hinted last year that the company was looking for ways to use AI not just for recommendations, but to enhance both storytelling and user experiences.
Looks like we’re getting closer to a Netflix that understands us better than ever.
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