Netflix officially unveiled its new AI-powered search feature at its tech and product event on Wednesday, following hints at the new experience during its recent earnings call. The feature uses OpenAI’s ChatGPT to provide a conversational discovery experience.
Users can enter their preferences using natural phrases, such as “I want something funny and upbeat,” or more detailed requests like “I want something scary, but not too scary, and maybe a little bit funny, but not haha funny.” The feature is set to roll out this week to iOS users as an opt-in beta.
Some subscribers in Australia and New Zealand have already had access to the feature, as reported by Bloomberg last month. Other streaming competitors, including Amazon and Tubi, have also leveraged generative AI for search. Amazon’s AI voice search experience on Fire TVs responds to open-ended inquiries about TV shows and movies.
Tubi’s ChatGPT-powered search tool, which was later discontinued, answered content-related questions and suggested movies based on user requests. Netflix also revealed plans to use generative AI to update title cards in subscribers’ preferred languages during the event.
Other features announced on Wednesday include a short-form video feed for mobile users and a redesign of its TV homepage. The new search feature and other updates aim to enhance the user experience on the platform.
