Netflix is gearing up to introduce a new artificial intelligence (AI) feature on its platform, according to recent reports. The streaming service has initiated the testing phase of an AI-driven search function designed to enhance the user experience by replacing the traditional search option.
Netflix’s AI-Driven Search Functionality
A Bloomberg report indicates that Netflix is currently trialing the AI-powered search tool among select users in Australia and New Zealand. This advanced feature aims to facilitate content discovery and enable users to search for specific titles more efficiently.
According to Netflix, this innovative AI search feature utilizes models developed by OpenAI, although specific model details have not been disclosed. Users will be able to perform searches with more nuanced criteria, such as their mood, leading to tailored content recommendations from Netflix’s extensive library.
The AI search function is presently in a testing phase only on the iOS app for a limited group of users in Australia and New Zealand. Netflix representative MoMo Zhou mentioned to Technology News that there are no immediate plans to roll out this feature to platforms beyond the iOS app. Adjustments to the AI feature will be made based on the feedback collected from those testing it.
In addition to its current testing phase, there are intentions to broaden the availability of the AI search tool to other markets, including the United States, in the near future. However, it remains uncertain if India will be included in this expansion. This initiative follows Netflix’s ongoing efforts to leverage AI technology, both to enhance user engagement and assist in the filmmaking process.
Earlier this month, Netflix also introduced multilingual audio support in its TV app, allowing users to view movies and series in a variety of available languages.
