Netflix has rolled out a new AI-powered search engine to some subscribers, allowing them to search for movies and TV shows using natural language queries, such as by mood, according to a Bloomberg report.
The search engine, powered by OpenAI, the creator of ChatGPT, goes beyond traditional search methods that rely on title, genre, or actor.
While AI is not new to Netflix, having been used to power its recommendation algorithm, the company is being cautious in its adoption, aware of the pushback from creatives.
Netflix has stated it will not use AI to replace filmmakers, screenwriters, or actors. The AI search engine is currently available on iOS devices to some customers in Australia and New Zealand who have opted-in to test the tool.
The company plans to expand the test to other countries, including the U.S., in the near future.
