Netflix has been expanding its strategies as to how users can find content by rolling out a fully AI-powered search feature that will enable users to search through feelings, themes, and even elaborate phrases. The new tool, powered by OpenAI, is currently being tested in Australia and New Zealand on iOS devices.

More Advanced and Accurate Human-like Search

This new beta search works with more than just typing a genre or the name of an actor. Users can now enter their own prompts like “best comedy films to view when stressed” or “romantic films that are set in Europe and have happy endings”. Netflix AI would interpret the provided text and respond with the best-suited suggestions that meet the mood or description among other criteria.

This is an important step in the development of content catalog interactions evolution interface on Netflix. It does not focus on what is popular; instead, it suggests content based on one’s specific situational need.

How It Functions And Its Availability

The feature remains exclusive to iOS users in Australia and New Zealand. Their Android users, as well as other devices, have yet to be provided with a timeline from Netflix. Nevertheless, they have stated that there are plans to expand the feature to the U.S. in the upcoming months depending on the feedback received from users.

As previously noted by a Netflix spokesperson, MoMo Zhou, the company is focused on ‘learning and listening’ about its users on the platform and the experience they prefer, suggets Netflix is currently in a phase of studying user behavior. Without leting an opportunity slip, OpenAI hasn’t released a statement regarding the partnership yet.

Not the first AI Rodeo with Netflix, but a gigantic leap forward.

Besides AI’s incorporation in recommending systems which has existed for over two decades at Netflix, this step is the first in a broader approach targeting user interaction enhancement. In the words of Greg Peters, Co-CEO, Netflix is exploring more AI driven innovations to enhance storytelling in addition to content discovery.

The suggestion by Co-CEO Greg Peters is an indication of the company’s side vision which aims for personal assistant like performance from Streaming services with intelligent user-emotion-based content suggestion capabilities.

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