Netflix began testing a new artificial intelligence-powered search engine in April 2025, based on OpenAI's technology. As Bloomberg announced on 13 April 2025, the streaming giant has made this new tool available only to certain subscribers for now, who must explicitly opt in to use the feature.
The new AI-based search engine significantly surpasses Netflix's current search capabilities, which primarily allow content searching by title, genre or actor. The tool developed by OpenAI enables users to employ far more complex search criteria, including even their mood. "The AI-driven search allows customers to pose questions that go well beyond genres or actors' names - as an alternative to the tools currently available on the service," writes the Bangkok Post. Netflix has previously used AI and machine learning for certain purposes, such as its well-established recommendation algorithm, which suggests content based on the user's viewing history. Ted Sarandos, Netflix's co-CEO, says AI will help improve filmmaking but will not replace creative personnel, such as screenwriters and actors.
Currently, the new AI search engine can only be used on iOS devices and is only available to certain subscribers in Australia and New Zealand. The company plans to soon extend testing to more markets, including the United States. It's important to note that while Netflix typically simply rolls out its new features, in this case, subscribers must explicitly choose to try the test. This move indicates the company's caution regarding potential criticism of AI technology use, as many in Hollywood worry that companies like Netflix will use AI to eliminate jobs and reduce costs. At the same time, the introduction of the AI search engine represents a significant step toward personalised content consumption and exemplifies how artificial intelligence is reshaping the entertainment industry.
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Matt Binder
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