Netflix Tests AI Search

Netflix is trialling a new AI-powered search engine to enhance content discovery for its subscribers. The technology, developed in collaboration with OpenAI, moves beyond traditional search parameters like title, genre, and actors, allowing users to find content based on mood and other specific terms using natural language queries. This new search capability is currently in a testing phase, available to select iOS users in Australia and New Zealand, with plans to expand to the US and other regions soon.

Netflix already employs AI and machine learning to generate viewing recommendations. This new search engine represents a significant upgrade, offering a more precise and intuitive way for users to navigate the platform's extensive library. While Netflix is exploring various applications of AI, the company has stated that it will not use AI to replace creative professionals such as screenwriters, filmmakers, or actors.

The rollout of this feature is opt-in, allowing users to choose whether they want to participate in the testing phase. This approach differs from Netflix's usual practice of automatically rolling out new features, giving users more control over their experience.