Netflix testing an AI-powered voice search feature

Netflix is reportedly testing a native artificial intelligence (AI)-powered voice search feature. The California-based streaming giant is building a semantic search system that can recommend and surface content based on user intent and contextual cues. The feature is currently available in beta and is said to be accessible to only a select group of users. It is unclear when the company might release it for all users, or if it plans to reserve it for specific tiers.

It is said that the capability is currently only available on a specific device/platform combination. According to Verge, the feature worked on a “Chromecast with Google TV streaming dongle and a TCL Google TV.” However, the AI experience was reportedly not available on Roku or Fire TV devices.

Once the Netflix feature is activated, users are reportedly shown a few search suggestions, such as “watch it in the background” and “I need a good cry.” Selecting these options is said to open up a set of recommended content. The report mentioned that there is also an “Ask” button with a waveform icon that lets users request movies and web series based on their mood or any random criteria, such as “movies after a long, tiring day.”

The underlying large language model (LLM) is said to be capable enough to understand the intent of the user and present them with accurate suggestions, even for obscure prompts. For instance, the report mentioned that when the voice search feature was stress-tested with “fun kids TV shows about death,” the AI surfaced A Series of Unfortunate Events and Raising Dion, both of which fit the description perfectly.