Netflix is currently trialing innovative search technology designed for its subscribers, utilizing artificial intelligence (AI) to enhance the process of discovering TV shows and movies. This new, OpenAI-powered search engine allows users to search with significantly more specific keywords, including personal moods, as stated by the company. Based on these input criteria, the system will recommend options from Netflix’s extensive library.
At present, some users in Australia and New Zealand have access to this feature, which is exclusively available on iOS devices. Netflix plans to broaden the test to additional markets, including the United States.
The AI-driven search functionality enables users to ask questions that extend beyond traditional methods of searching by genre or actor name, providing a fresh alternative to the existing tools on the platform. Netflix has a history of employing AI and machine learning for various applications, notably its sophisticated recommendation algorithm that suggests titles based on a viewer’s past behavior.
The company has been exploring ways to harness AI technology further, not only for operational enhancements but also in filmmaking. Co-CEO Ted Sarandos mentioned that while AI is expected to improve the filmmaking process, it will not supplant creative roles such as screenwriters and actors.
Nevertheless, Netflix is mindful of the potential backlash regarding its use of AI. There are concerns within Hollywood that companies like Netflix might leverage AI to cut jobs and reduce expenses.
Unlike its usual approach of rolling out new features universally, this time Netflix requires subscribers to opt-in to participate in the testing of this new search tool.
