Netflix launches AI-driven search tool for enhanced user experience

Netflix has recently introduced a brand-new AI-powered search feature that promises to change the way users discover content on the platform. This exciting feature, unveiled at a recent tech and product event, uses OpenAI’s ChatGPT to offer a more conversational and personalized search experience.

Instead of typing in specific titles or genres, users can now enter their preferences using natural language phrases like “I want something funny and upbeat” or more detailed requests like “I want something scary, but not too scary, and maybe a little bit funny, but not haha funny.” This feature is all about making it easier for users to find exactly what they’re in the mood for.

The new search experience is currently rolling out this week to iOS users as an opt-in beta. Some lucky subscribers in Australia and New Zealand have already had a taste of it, according to a report by Bloomberg last month.

It’s worth noting that Netflix is not the only streaming service delving into the world of generative AI for search. Amazon also has an AI voice search experience on Fire TVs, which allows users to ask open-ended questions about TV shows and movies.

A closer comparison can be made with Tubi’s ChatGPT-powered search tool, which provided content recommendations based on user requests. However, Tubi later discontinued this feature, possibly due to low adoption rates. It’ll be interesting to see how Netflix’s new AI-powered search tool will fare in comparison.

In addition to this exciting new feature, Netflix also mentioned plans to use generative AI to update title cards in subscribers’ preferred languages. This could make the overall user experience even smoother and more tailored to individual preferences.

Furthermore, the tech and product event also showcased other new features, including a short-form video feed for mobile users and a redesigned TV homepage. These updates aim to enhance the overall viewing experience for Netflix subscribers.

It’s clear that Netflix is constantly innovating and finding new ways to make the platform more engaging and user-friendly. With these new AI-powered features, users can look forward to a more personalized and intuitive streaming experience on Netflix.