Expanding on its advanced technology, this search engine is powered with Open-AI. Customers can use specific terms like their mood and preferences and the tool will recommend from options available in Netflix’s catalog.
OTT users have often faced the problem of the never-ending search of shows and movies. With an aim to tackle this problem, Netflix Inc. is testing a new AI-based search technology for subscribers to help give recommend content to watch as per Bloomberg reports.
The tool is only available on iOS devices on beta-versions in Australia and New Zealand. Netflix also announced that it will soon expand this feature to its US based customers soon.
How to use AI search on Netflix?
This advanced AI-powered search will let customers customise the searches as per their preferences that go beyond genres or names of actors. You can expand the range of search by describing your feeling or previously viewed content. AI and machine learning integration is not new to Netflix’s model. It has a vaunted recommendation algorithm pushing titles based on the viewing history of a customer.
#Netflix testing AI search engine that will deliver personalized results.@Kneon @JonasJCampbell @CultureCasino @wdwpro1 https://t.co/hEOXDbnMtT pic.twitter.com/S9xUrWIFRa
— MAC (@NowItsKnown) April 12, 2025
Using the testing version is choice for subscribers unlike previous updates rolled out to all customers by Netflix before.
Co-CEO Ted Sarandos has commented previously on how AI will help improve filmmaking and opines that it can’t replace creative personnel like screenwriters and actors. However, the management is still sensitive to criticism to come for the use of AI.
