Netflix is testing a new search feature powered by OpenAI technology that aims to improve how users discover content on the streaming platform, according to multiple reports.
Netflix is testing a new AI-powered search tool that lets users look for shows and movies using natural, conversational language—going beyond the usual searches by genre or actor. According to Bloomberg, this new feature will allow people to search based on more nuanced criteria, such as their current mood.
Netflix spokesperson MoMo Zhou confirmed to The Verge that the feature is currently being tested with a limited number of users in Australia and New Zealand on iOS devices. The company plans to expand testing to the U.S. “in the coming weeks and months,” although there are no immediate plans to bring it to platforms beyond iOS.
During Netflix’s Q1 earnings call, CEO Greg Peters emphasized the need to enhance how users discover content on the platform.
“There’s still room to improve discovery and recommendations, which adds value for members and helps our titles reach the largest possible audiences,” Peters said.
The AI search feature is currently opt-in, reflecting a cautious rollout. “It’s early days—we’re really in a learn-and-listen phase with this beta,” Zhou added.
This new feature is part of a broader push to improve the user experience, including a major redesign of the TV app homepage—the first significant interface update in over 10 years, according to Peters. The redesign is expected to launch later this year.
While Netflix has long used AI and machine learning to power its recommendation engine, this marks a significant step into generative AI.
Co-CEO Ted Sarandos has noted that AI can enhance filmmaking processes, but won’t replace creatives like writers or actors—a key concern in Hollywood, where the rise of AI has sparked fears about job security and production costs.
Netflix also reported a strong start to the year, with Q1 revenue up 12.5% year-over-year to $10.54 billion.
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