Last Updated:April 16, 2025, 08:10 IST
Netflix is relying on OpenAI to power its AI search feature that promises more related results for your movie and shows tab on the platform.
Netflix and OpenAI are working on the new AI-based search for its users.
Netflix is reportedly testing a new AI-powered feature for its platform. As per several reports, the streaming giant has begun testing a search engine for subscribers that will replace the existing search function on the app. Reports say Netflix will rely on OpenAI to power the AI search feature that allows users to search for content using more specific terms.
The feature is currently said to be available to select Netflix subscribers in Australia and New Zealand, and the company might expand it to more regions in the coming months.
As per a report by Bloomberg, the streaming giant has started testing the AI-powered search feature with some users in Australia and New Zealand. The OpenAI-powered search engine is said to help users in both content discovery and looking for a particular title.
Netflix told the publication that the latest AI search feature is powered by OpenAI’s AI models, although no specific models were mentioned. The search tool will reportedly let users find shows and movies using far more specific terms than just name, genre and actors. Customers can look for shows using their mood, and the streaming platform will then recommend options from its catalogue.
For example, if a user types in “something sad”, they might be shown emotional dramas, while someone searching for “funny and fast-paced” could be recommended comedies or action-packed shows.
The new feature is currently being tested in Australia and New Zealand with select Netflix users. Reports suggest that the company is also planning to expand the AI search feature to several other markets, including the US, soon. However, it is unclear whether Netflix will roll out this feature in India or not. The streaming platform is said to be currently making changes to the AI feature based on feedback received from the testers.
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It is worth noting that Netflix’s AI-powered search is only available in its iOS app. In a conversation with The Verge, Netflix spokesperson MoMo Zhou revealed that there are no plans to expand the feature outside of the iOS app currently.
Earlier this month, the streaming giant updated its TV app with multilingual audio support. With this update, users were able to watch movies and shows across its catalogue in all available languages.
