Last Updated on April 12, 2025 by Michael Motha
Netflix has started testing a new search feature powered by OpenAI that can help customers find movies and shows to watch, according to Bloomberg. The streaming service has reportedly given select users in Australia and New Zealand the option to use the tool. It will allow users to search for terms other than a specific show’s title, an actor’s name or the genre they want to watch. Bloomberg says it will give them a way to search for content using more specific terms, like their mood. Presumably, that means the service can surface dramatic shows for a search query that says “sad,” and seeing as it’s powered by generative AI, users will most likely be able to use natural language in their search terms.
As the news organization notes, Netflix already uses artificial intelligence for some of its existing features, such as learning user’s preferences based on their viewing history to recommend titles they’re more likely to watch. And it’s looking for more ways to use the technology. At the moment, OpenAI-powered searches are only being tested in the two countries, but Netflix reportedly has plans to expand its testing to more markets, including the United States. The company has history of rolling out features to Android users first before making them available on iOS. This time, however, the feature is currently accessible on iOS devices only, and it’s unclear if the next test markets will be able to access it on Android.
