Netflix launches AI-powered search for better recommendations
▼ Summary
– Netflix introduced a new AI-powered search feature using OpenAI’s ChatGPT, allowing users to find content with natural language queries.
– The feature will launch as an opt-in beta for iOS users this week, following early testing in Australia and New Zealand.
– Competitors like Amazon and Tubi have experimented with similar AI search tools, though Tubi discontinued its feature due to low adoption.
– Netflix also plans to use generative AI to update title cards in subscribers’ preferred languages.
– Additional updates announced include a short-form video feed for mobile users and a redesigned TV homepage.
Netflix is rolling out an AI-powered search feature designed to transform how users discover content on the platform. Leveraging OpenAI’s ChatGPT technology, the new tool allows subscribers to find shows and movies using natural language queries instead of traditional keyword searches. Whether someone wants “a lighthearted comedy” or “a thriller with dark humor,” the system interprets conversational requests to deliver personalized recommendations.
The feature debuts this week as an opt-in beta for iOS users, following limited testing in Australia and New Zealand. While Netflix isn’t the first to experiment with AI-driven search—competitors like Amazon and Tubi have tested similar tools—its implementation focuses on seamless integration with existing user habits. Unlike Tubi, which scrapped its ChatGPT-powered search due to low engagement, Netflix aims to refine the experience based on subscriber feedback before a wider release.
Beyond search enhancements, Netflix showcased other innovations at its recent product event. These include AI-generated title cards localized in multiple languages, catering to global audiences. The company also introduced a short-form video feed for mobile and a redesigned TV interface, signaling a broader push to keep viewers engaged across devices.
As streaming platforms compete for attention, Netflix’s AI integration could set a new standard for content discovery. The success of this feature, however, hinges on whether users embrace conversational search—or if it becomes another experiment abandoned due to lack of interest.
(Source: TechCrunch)
