Netflix leverages OpenAI for smarter content discovery

Netflix is reportedly testing its new AI-powered search feature exclusively on the iOS app with a small user group, and while expansion isn't planned yet, the company is actively gathering feedback for improvement

Netflix has begun testing a new artificial intelligence-powered search feature aimed at enhancing user experience through smarter, more intuitive content discovery. The experimental tool, currently available to select users in Australia and New Zealand, allows users to search for shows and movies using more detailed and personalized terms, including mood-based prompts.

The AI search feature, reportedly powered by models developed by OpenAI, is designed to go beyond traditional title-based searches. Instead, it understands context, emotions, and specific user intents, making recommendations that align closely with viewers' preferences.

According to reports, the feature is currently limited to Netflix’s iOS app and is being tested with a small group of users. A company spokesperson, MoMo Zhou, confirmed to The Verge that Netflix has no immediate plans to extend the feature beyond iOS but emphasized that the platform is collecting feedback to refine the tool.

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While Netflix hasn’t disclosed which OpenAI models are being used, the integration of AI in this way reflects a growing trend in the entertainment industry to personalize user experiences. Users can now type prompts like “feel-good movies for a rainy day” or “dark thrillers with a strong female lead,” receiving tailored recommendations accordingly.

The company is expected to gradually roll out the feature to additional regions, including the US, although timelines remain unconfirmed. Whether India is among the next phase of launches has not been revealed.

Netflix’s foray into AI is not limited to search. The company has been actively exploring artificial intelligence for platform enhancements and production support. Earlier this month, it updated its TV app to include multilingual audio support, allowing viewers to enjoy content in various languages more seamlessly.

This AI-driven search initiative marks another step in Netflix’s strategy to stay ahead in the streaming space by offering hyper-personalized, accessible content discovery tools