Netflix has rolled out a new AI-powered search engine to a limited number of subscribers, allowing them to search for content using natural language and various queries, including mood.
Only certain subscribers have access to the new AI tool and they need to opt-in. According to a report from Bloomberg, the AI search engine, powered by ChatGPT creator OpenAI, takes Netflix’s search capabilities beyond looking up movies and TV shows by title, genre, or actor.
The tool enables users to utilize numerous other search queries. Being that the feature is powered by OpenAI, it appears likely that users will be able to use natural language in their search. This development indicates a significant enhancement in how users can discover content on the platform.
Artificial intelligence isn’t completely new to Netflix. The streaming company utilizes AI to power its recommendation algorithm, helping subscribers discover content based on their viewing history. This existing use of AI has been a part of Netflix’s service, making the introduction of an AI-powered search engine a further step in enhancing user experience.
While Netflix is experimenting with AI, the company is aware of the concerns from creatives regarding the technology. Netflix has previously stated that it would not use AI to replace filmmakers, screenwriters, or actors, addressing potential fears about the impact of AI on the creative industry.
The AI search engine is currently in the testing phase, available on iOS devices to some customers in Australia and New Zealand, who must specifically opt-in to use the tool. Netflix plans to expand this test to other countries, including the U.S., in the near future.
