Netflix has begun testing a new search feature powered by OpenAI, according to a report from Bloomberg.
This enhanced search tool is designed to offer a more intuitive and detailed way for users to find content. Rather than just searching by genre or actor, users can now input more nuanced queries—such as how they’re feeling or specific preferences—and receive tailored results.
Currently, the feature is available on an opt-in basis for some users in Australia and New Zealand using iOS devices. Netflix spokesperson MoMo Zhou confirmed the news to The Verge, noting that the feature will gradually roll out to users in the United States “in the coming weeks and months.” For now, it remains exclusive to iOS, with no immediate plans to expand to other platforms.
“It’s early days for the feature and we’re really in a learn and listen phase for this beta,” Zhou said.
OpenAI has yet to comment on the collaboration.
Netflix has long integrated machine learning and AI into its recommendation systems, a point co-CEO Greg Peters emphasized during an appearance on The Verge’s Decoder podcast last year. “We’ve been doing that for 20-some years,” Peters said. “We think our job is to proactively understand where technical innovation is happening—how we can use it to help creators tell better stories and improve the experience for our members.”
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