Netflix is currently testing a new AI-powered search function, leveraging OpenAI's technology to enhance content discovery on its streaming platform. This allows users to search for movies using natural language, moving beyond traditional searches by genre or actor.
According to Bloomberg, this new feature understands more nuanced user requests, including their viewing mood. For example, users can search for "light-hearted comedies" or "scary movies for a solo night in," and the system will recommend appropriate content. This launch signifies Netflix's continued innovation and application of AI technology.
Currently, this AI search function is in beta testing with a limited number of iOS users in Australia and New Zealand. A Netflix spokesperson confirmed that the feature will expand to the US and other regions in the coming weeks or months, but there are no current plans for an Android rollout. Users must opt into the test, reflecting Netflix's cautious approach to this new technology.
Netflix has previously used AI and machine learning to optimize its recommendation algorithm. This AI search function represents a significant foray into generative AI. Netflix co-CEO Ted Sarandos has stated that AI will improve the efficiency of film and television production, but will not replace creative roles such as writers and actors, addressing concerns from Hollywood professionals about potential job displacement.
Key Highlights:
🌟 Netflix is testing a new AI search function allowing users to search for movies using natural language.
📱 The feature is currently in beta testing with select iOS users in Australia and New Zealand, with plans to expand to the US.
🎬 Netflix has committed that AI will enhance the efficiency of film and television production without replacing creative roles.
