Netflix is currently testing a new AI-powered search feature to enhance how users discover content on the popular streaming platform. Reports from Bloomberg and The Verge indicate that the new search capability, powered by OpenAI technology, will enable subscribers to use natural language queries beyond traditional actor, title, or genre searches. Viewers will be able to search for Netflix content based on more specific criteria, including their mood, with the service recommending shows and films from the platform’s catalog.
Although some customers in Australia and New Zealand already have access to the new search feature on iOS devices, Netflix plans to expand the test to other markets, including the United States. Netflix spokesperson MoMo Zhou confirmed to The Verge that the test will soon reach the United States in the coming weeks and months, but there are no immediate plans to extend the feature to other devices.
During the streaming service’s Q1 2025 earnings call, co-CEO Greg Peters highlighted the importance of improving content discovery on the platform. Peters emphasized the need to enhance the discovery and recommendation experience to provide more value for members and attract larger audiences to Netflix titles.
While the new search feature will be opt-in for viewers, Netflix is taking a cautious approach as it relies on Artificial Intelligence. Zhou mentioned that they are in a learning phase for this beta feature and are closely monitoring its performance.
Netflix’s focus on AI extends beyond search features, with plans to introduce a redesigned home page in Netflix TV apps, marking the first major interface change in over a decade. The company has a history of using machine learning and AI in its recommender systems to improve user experiences and serve creators better.
Netflix’s utilization of AI and machine learning is not new, as the platform has long employed these technologies, including the popular recommendation algorithm based on viewing history. The company’s revenue saw a 12.5% increase in the first quarter, surpassing expectations at $10.54 billion.
