Apr 15, 2025 06:00:00

Netflix is testing an OpenAI-powered search engine to help subscribers find shows based on mood, not just genre or actor names

Bloomberg reports that video streaming service Netflix is testing a new search feature powered by OpenAI .

Netflix (NFLX) Tests New AI Search Engine to Recommend Shows, Movies - Bloomberg
https://www.bloomberg.com/news/articles/2025-04-11/netflix-tests-new-ai-search-engine-to-recommend-shows-movies

Netflix is testing a new OpenAI-powered search | The Verge
https://www.theverge.com/news/647518/netflix-openai-search-beta-test-ios

Netflix search could soon get an AI boost, and it sounds like a boon | Digital Trends
https://www.digitaltrends.com/home-theater/netflix-search-could-soon-get-an-ai-boost-and-it-sounds-like-a-boon/

No more spending hours deciding what to watch, Netflix tests AI based search engine - Technology News | The Financial Express
https://www.financialexpress.com/life/technology/no-more-spending-hours-deciding-what-to-watch-netflix-tests-ai-based-search-engine/3807515/

According to a Bloomberg report, Netflix is developing a new AI search feature that will allow users to search for shows using keywords such as 'my mood.' Users can search for shows they like without having to enter specific keywords such as 'genre' or 'actor name.'

The AI search feature is an opt-in feature and is already being tested on some iOS users in Australia and New Zealand.

Netflix spokesperson

Momo Zhu confirmed Bloomberg's report to technology publication The Verge. Zhu also said that the AI search feature Netflix is testing will be rolled out in the US 'in the coming weeks and months.' However, at the time of writing, there are no plans to roll it out outside of the iOS Netflix app.

In June 2024, when The Verge asked Netflix co-CEO Greg Peters about 'future use of AI,' he replied, 'Netflix has a long history of using machine learning and AI in our recommendation systems. We've been doing so for over 20 years. Again, we see our role as being proactive in identifying where the technological innovations are. We'll be looking at how we use AI to help creators tell their stories in more engaging ways and to provide a better user experience for our members.'

According to a paper published by Netflix in 2022, Netflix closely monitors what users click and view at any given time. Using this information, along with information about how much time users spend on TV shows and movies, Netflix's existing search system 'understands the user's tastes and preferences at any given moment and accordingly displays suggestions in the search bar drop-down before you start typing in the text field.'

Netflix's traditional search function relies heavily on its own recommendation system for the content it displays, but with an AI-based search function, users can search for content by name or genre, or even just enter their mood or viewing preferences. Digital Trends writes, 'We hope that AI will make it easy to perform detailed searches, such as new and upcoming titles on Netflix.'