Netflix has officially launched its generative AI search tool, following hints in a recent earnings call. The new feature, showcased at a tech and product event, uses OpenAI’s ChatGPT to create a conversational discovery experience for subscribers. This allows users to find content through natural language queries, moving beyond traditional keyword searches.
The AI-powered search aims to enhance user engagement by making content discovery more intuitive and personalised. Instead of just typing titles, users can ask questions or describe what they're in the mood to watch, and the AI will provide relevant suggestions. This could significantly improve user satisfaction and viewing time, potentially reducing churn and attracting new subscribers.
The integration of generative AI into Netflix's search functionality marks a significant step in leveraging AI to improve user experience. As competition in the streaming market intensifies, such innovations could be crucial for retaining a competitive edge. The success of this feature will likely influence how other streaming platforms approach AI integration in the future.