Netflix is testing an AI-powered search feature that helps users find content using natural language.
Nowadays the world is full of entertainment options and streaming services like Netflix have become a popular way to watch our favorite shows as well as movies. But even amidst so much content sometimes it becomes difficult to find what we really want to watch. And to solve this problem, Netflix is testing a new technology, an Artificial Intelligence (AI) based search feature powered by OpenAI. And this new feature will help users to find content by going beyond traditional methods and using more intuitive and natural language. Let’s know about this new technology in detail, how it will work and what it means for you.
What is OpenAI?
OpenAI is a leading Artificial Intelligence research and deployment company. And it was founded in 2015 in the US and its goal is to ensure that Artificial General Intelligence is an AI system that has the same intellectual capacity as humans and benefits the whole of humanity. And OpenAI has already developed several powerful AI models including the GPT (Generative Pre-trained Transformers) series which is famous for its natural language processing capabilities. And ChatGPT which is a popular chatbot developed by OpenAI is based on this technology.
Why is Netflix testing AI search?
Netflix has a huge library of movies and TV shows and documentaries. Currently users can search for content based on specific titles and actors directors or genres. However sometimes users don’t know exactly what they want to watch but they may have a certain mood or story idea in mind. Traditional search systems are limited in understanding such ambiguous requests. And AI-powered search has the potential to solve this problem. It will allow users to express their desires in natural language, such as “Show me a thriller that will keep me on the edge of the seat or is there a light-hearted comedy I can watch tonight?” AI can understand these complex and emotionally charged questions and find relevant content that matches the user’s expectations.
How will the new AI search feature work?
According to reports, Netflix will leverage OpenAI’s advanced language processing capabilities. When you type a question in the search bar, the AI model will analyze that question to understand your intent and preferences. It will be more than just keyword matching. The AI will also try to understand the themes of the story, the personalities of the characters, the overall mood of the film or show, and even the potential emotional impact. And for example if you are searching for a mystery thriller that has unexpected twists. The AI will be able to identify movies and shows that have these characteristics. Even if their descriptions do not include specific words like unexpected twists. It can also help you find hidden gems that might not surface through traditional search.
Key Benefits for Users
Better and more intuitive search experience You will no longer need to remember specific keywords or browse through a long list of genres. Just express what you want in natural language More relevant search results AI will help you find more suitable content for you by understanding your emotions, moods, and story preferences Discovering hidden gems This feature can help you find movies and shows that you might not know about, but might suit your interests. Time saving You will no longer need to scroll through countless options. AI will quickly find the content you want. Personalized recommendations While this is the main search feature, it can also help improve Netflix’s overall recommendation system in the future as it will learn from the user’s search patterns.
Testing Status and Future Plans
According to the latest reports, Netflix has already started testing this AI-powered search feature with select users in Australia and New Zealand. Currently, the feature is only available for iOS users. The purpose of the test is to see how users interact with this new feature and how much it improves the accuracy and relevance of search results. And Netflix plans to expand this feature to other markets including the United States in the coming weeks or months. And if the test is successful and then we can expect this feature to eventually become available to all Netflix users who watch content on different devices like smart TV web browsers and other mobile operating systems.
OpenAI’s relation to ChatGPT search feature
It is important to note that OpenAI also launched an AI powered web search engine in ChatGPT in October 2024. This feature allows the chatbot to access real-time information and answer users’ queries just like a traditional search engine does. The new search feature being tested with Netflix may use similar advanced language processing capabilities but its focus is specifically on searching within Netflix’s content library.
