Netflix is creating a new search service aimed at improving the search experience, and it is going to use artificial intelligence to do so, CEO Greg Peters said during a conference call on the company’s first quarter results.
According to Peters, Netflix is working on “interactive search based on generative technologies” to help people find different titles.
Answering the analyst’s question, Peters said that the company’s most popular movies, which dominate popular discussions, attract 1% of traffic, and because of this trend, improving search and recommendations is important for the company.
“There are more opportunities to improve search and recommendations and therefore create more value for users and therefore find the largest audience for our titles,” he said.
Earlier this month, Bloomberg reported that Netflix is testing OpenAI-powered search with select customers in Australia and New Zealand.
The company, which has also begun testing a new homepage design on its TV app that includes a new way of displaying show titles and descriptions, plans to roll it out on a wide scale later this year.
“This [homepage redesign] is something we haven’t done a major structural change to in over a decade. We believe it will greatly enhance the Netflix search experience. We’ve been honing and refining this experience based on feedback from users who have used it,” Peters said.
