Netflix AI Search: New Generative AI Tool Launched

Netflix Launches AI-Powered Search with ChatGPT

Following indications of an upcoming AI-driven search functionality during its latest earnings report, Netflix has formally introduced the feature at its technology and product showcase event held on Wednesday.

Conversational Discovery Experience

This innovative search experience will employ OpenAI’s ChatGPT to deliver a conversational method of content discovery. Users will be able to articulate their desires using everyday language, such as “I’m looking for something lighthearted and cheerful.”

More complex requests are also supported, allowing users to specify nuanced preferences like “Find me a frightening film, but not excessively so, with a touch of humor, though not slapstick.”

Beta Release and Availability

The rollout of this feature will begin this week, initially offered as an opt-in beta program for iOS users. A limited number of subscribers located in Australia and New Zealand have already been granted access, as previously noted by Bloomberg last month.

AI in Streaming Search – A Growing Trend

Netflix is not alone in exploring generative AI for search capabilities. Amazon, for example, provides an AI-powered voice search experience on its Fire TVs, responding to broad questions about films and television programs.

Tubi previously offered a ChatGPT-integrated search tool that answered questions about content and provided movie recommendations based on user input. However, this feature was subsequently discontinued, potentially due to limited user engagement.

Whether Netflix’s new offering will encounter comparable obstacles remains to be determined.

Further AI Integrations and New Features

During the event, Netflix also announced intentions to utilize generative AI to automatically update title cards into subscribers’ languages of choice.

Additional features unveiled on Wednesday encompass a mobile-focused short-form video feed and a redesigned homepage for television devices.

These updates aim to enhance user experience and content discovery across the Netflix platform.