Netflix Experiments With OpenAI-Powered Search To Transform Viewer Experience

Netflix is stepping up its AI game. The streaming giant is currently testing a powerful new search tool built with technology from OpenAI, the creators of ChatGPT. This next-gen feature is designed to enhance how users find and engage with content, moving far beyond the traditional genre or actor-based searches.

According to Bloomberg, the AI-enabled search allows users to find shows using more conversational and nuanced queries. Instead of typing in “comedy movies,” for instance, you might ask for “something light and funny to watch after a long day,” and the system will serve tailored suggestions based on your mood or preferences. This marks a shift toward a more human, intuitive interface.

Right now, the feature is being beta-tested exclusively on iOS devices in Australia and New Zealand, meaning only iPhone and iPad users in those regions can opt in. A Netflix spokesperson, MoMo Zhou, confirmed that there are plans to bring the tool to the U.S. “in the coming weeks and months,” but for now, it's limited to Apple’s mobile ecosystem—no support yet for Apple TVs, Android devices, or smart TVs.

Netflix has long utilized AI behind the scenes for content recommendations, but this trial marks its most visible user-facing AI feature to date. The company is not just refining search—it’s reshaping how viewers interact with content.

In a broader AI push, Netflix recently partnered with Microsoft to beef up its advertising offerings, possibly tapping further into OpenAI’s capabilities for deeply personalized ad and content experiences.

While it’s still early in the beta phase, this move signals Netflix’s growing commitment to personalized and smarter streaming experiences through artificial intelligence.

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Source: Dark Horizons

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