Netflix Experiments With New OpenAI-Powered Search Feature
Netflix is making a bold move by testing a new AI-powered search feature built in collaboration with OpenAI. This beta tool lets users search for content using detailed, natural language queries—moving beyond typical keywords like genres or actor names. For example, someone could type “feel-good comedies after a long day” or “thrillers with unexpected twists” to get more tailored results.
Currently, a small group of users in Australia and New Zealand are testing the feature on iOS devices. Netflix plans to bring the test to the U.S. in the coming weeks. Although it’s only on iOS for now, the company hasn’t ruled out future support for other platforms. However, there are no immediate plans for a wider release.
From Keywords to Conversations
This feature signals a major shift in how users interact with streaming platforms. Instead of scrolling through categories or relying on recommendations, viewers can simply describe what they feel like watching. The experience becomes more intuitive and responsive.
Netflix spokesperson MoMo Zhou confirmed Bloomberg’s report and noted that the feature is still in early development. She said Netflix is focusing on user feedback during this beta phase and emphasized that the team is in a “learn and listen” mode. The company wants to refine the experience before thinking about a broader rollout.
The Future of Streaming Search
This innovation shows Netflix’s growing investment in AI. The platform has used artificial intelligence to suggest content for years, but this update takes personalization further. Now, viewers can express their preferences in everyday language.
As the streaming market grows more competitive, tools that simplify discovery could give platforms an edge. While more testing is needed, mood-based search may soon become the easiest way to find something worth watching—especially for users overwhelmed by endless choices.
