Netflix has started testing a new search function based on OpenAI to help users find movies and shows to watch, Bloomberg reports. Reportedly, the streaming service has provided the opportunity to use this tool to individual users in Australia and New Zealand. It will allow users to search not only by the name of the show, actor, or genre they want to watch, but also by other parameters. Bloomberg claims that this will allow them to search for content by more specific terms, such as mood. Presumably, this means that the service can show drama shows based on a search query with the word “sad,” and since it is powered by generative AI, users will likely be able to use natural language in their searches.
As the publication notes, Netflix already uses artificial intelligence for some of its existing features, such as learning user preferences based on their viewing history to recommend movies they are more likely to watch. And it is looking for more ways to use this technology. Currently, OpenAI-based search is only being tested in these two countries, but Netflix is reportedly planning to expand testing to more markets, including the United States. The company has a track record of launching features for Android users before making them available for iOS. This time, however, the feature is currently only available on iOS devices, and it is unclear whether the next test markets will have access to it on Android.
