Netflix is currently experimenting with a new search engine powered by OpenAI’s artificial intelligence. The concept is designed to allow users to find movies or TV shows based on their current mood or using more natural language phrases, rather than just by title or genre.
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A More Flexible Search Experience
Browsing Netflix may soon become a little easier. The service is testing a new search engine that leverages OpenAI technology. Instead of just entering a movie name, an actor’s name, or a genre, users can now make more flexible queries such as “a funny show to unwind” or “a dark movie that’s not too violent.” This system utilizes natural language processing to deliver more targeted results, theoretically better aligned with the user’s intent.
Currently in the Testing Phase
This feature is still in the testing phase and is only available to a limited number of subscribers, exclusively on iOS, and currently only in Australia and New Zealand. Netflix has stated that participation in the testing of this search function is voluntary, and the company is still in what it calls a “test and learn” phase. A rollout in the United States is planned, but no specific date has been set yet. There are no plans for an Android version at this moment. This kind of gradual launch is typical for Netflix, which often tests new features in secondary markets before a broader rollout.
A Logical Step in AI Utilization
Netflix is no stranger to using artificial intelligence. For over two decades, its recommendation algorithm has already been based on machine learning techniques. This new search function is a natural extension of that. The aim remains the same: to tailor the interface and recommendations to the actual usage patterns of subscribers. Greg Peters, co-CEO, mentioned that the company’s goal is to better understand technical innovations without necessarily promising a radical transformation that might disrupt users.
No Comment from OpenAI Yet
OpenAI has not yet commented on this experiment. The company had previously integrated a real-time search function into its own chatbot, ChatGPT, in 2024. It makes sense to see them collaborating with platforms like Netflix. The specifics of the integration have not been disclosed, nor is it clear if other similar services will follow. For now, the plan is simply to test, observe, and tweak. More details will likely emerge as the project progresses.