Netflix is at the moment testing a brand new AI-powered search function that it hopes will enhance the way in which customers uncover content material on the favored streaming platform, in keeping with stories from Bloomberg and The Verge.
The brand new search functionality, which is powered by OpenAI expertise, will enable subscribers to make use of pure language queries past the standard actor, title, or style searches. As a substitute, viewers will be capable to seek for Netflix content material primarily based on extra particular standards — even their temper. The service will then suggest reveals and movies from the streamer’s content material catalog.
Some clients in Australia and New Zealand have already got entry to the brand new search function, however solely on iOS gadgets. A Netflix spokesperson instructed Bloomberg that the take a look at will quickly develop to a number of markets, together with america.
Netflix spokesperson MoMo Zhou additionally instructed The Verge that the take a look at will develop to america “within the coming weeks and months.” Nevertheless, Zhou stated there are at the moment no plans to develop the function to different gadgets.
Netflix has been quietly working to enhance how viewers uncover content material on the streaming platform. Throughout the streaming service’s Q1 2025 earnings name, co-CEO Greg Peters mentioned how essential it’s to enhance content material discovery on the platform.
“There’s extra room to enhance the invention and advice expertise, and due to this fact present extra worth for members, and due to this fact discover the largest audiences for our titles,” Peters stated.
Viewers won’t instantly see the brand new function, even after it expands to different international locations; it’ll as an alternative be an opt-in function. Netflix is outwardly taking a gradual and straightforward method, because the function is powered by Synthetic Intelligence, which many Netflix subscribers could also be barely leery of.
“It’s early days for the function and we’re actually in a be taught and pay attention part for this beta,” Zhou stated.
Whereas The Verge has reached out to OpenAI for remark, the agency has not responded.
Throughout an interview on the Decoder podcast final 12 months, Peters was requested by The Verge’s editor-in-chief, Nilay Patel, about how the corporate was desirous about AI.
We’ve got an extended historical past of utilizing machine studying and synthetic intelligence in our recommender programs. We’ve been doing that for 20-some years. Once more, we predict that our job is to be proactive about understanding the place there’s technical innovation. How will we use that each to serve creators, enable them to inform their tales in additional compelling methods, and likewise then to serve our members higher consumer experiences?
Greg Peters, Netflix co-CEO
Along with new AI search options, Netflix can be engaged on different methods to enhance the consumer expertise, together with a redesigned dwelling web page within the Netflix TV apps. In line with Peters, this could symbolize the primary main change within the interface in additional than 10 years. The interface redesign will roll out later this 12 months.
The brand new search interface isn’t the primary time Netflix has made use of synthetic intelligence, because the streamer has lengthy used AI and machine studying, together with its standard advice algorithm, which presents viewing prospects primarily based on a buyer’s viewing historical past.
Netflix reported a 12.5% enhance in income through the first quarter, incomes $10.54 billion as an alternative of the anticipated $10.52 billion.