Netflix is rolling out a new AI-powered search feature, and it could change the way subscribers discover TV shows and movies.
According to a report from Bloomberg, the tech giant is testing the new search tool in select markets, which will allow users to search using far more specific and personalized terms, like their mood. For example, if you’re feeling “adventurous” or “romantic,” the AI will recommend shows that match that vibe. Sounds cool, right?
This AI-powered search tool is currently available to some customers in Australia and New Zealand, but Netflix confirmed in a conversation with The Verge that it’s planning to expand this test to more markets, including the U.S., in the near future. The catch? It’s only available on iOS devices for now. But, with the expansion on the horizon, it’s safe to say we’ll see this feature hitting more platforms soon.
How It Works: More Than Just Genres and Actors
Unlike the current search tools on Netflix, which focus mostly on genres or actor names, this new AI-powered search allows users to search based on more nuanced inputs. Imagine being able to tell Netflix, “I’m in the mood for something that’s funny but also emotional,” and it actually gets it right. That’s the promise of this new tool.
Netflix has long used artificial intelligence and machine learning for its recommendation algorithms, which suggest shows based on a user’s viewing history. However, this new AI search feature goes beyond just recommendations—it’s about offering a more personalized, intuitive way to find what to watch next, without the usual constraints of genre or cast.
AI in Hollywood: A Double-Edged Sword
Netflix’s use of AI is not without controversy. While the company has been experimenting with AI for some time, including in filmmaking and content creation, it’s also aware of the potential concerns surrounding the technology. Hollywood has raised concerns that AI could be used to reduce costs or even replace creative professionals, like screenwriters or actors.
Back in 2024, Co-CEO Ted Sarandos reassured the public that AI will enhance filmmaking but won’t replace the human element. He emphasized that AI will play a supportive role, not a creative one, keeping the jobs of those behind the scenes secure. Still, the growing influence of AI in the industry remains a sensitive topic.
Related: OpenAI Unveils A-SWE: An Autonomous AI Software Engineer That Codes, Tests, and Builds Apps
How to Try It Out: Voluntary Testing
Typically, Netflix rolls out new features directly to its subscribers without asking for volunteers. However, for this new AI-powered search feature, the company is taking a different approach. Subscribers will have the option to choose whether or not they want to test it out. So, if you’re in one of the markets where the feature is available, you can decide whether to give it a go.
With AI continuing to shape the future of content discovery, Netflix’s new search feature might just be the start of bigger changes in how we interact with our favorite streaming platforms. Stay tuned for updates as the test expands.
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