Netflix is transforming how viewers find content with a brand-new AI search tool. Unveiled during its tech and product event, the feature uses OpenAI’s ChatGPT to offer a conversational search experience that goes far beyond traditional titles or genre filters.
Smarter Search With Natural Language
Instead of typing exact titles or generic terms, users can now describe what they want using everyday language. For example, you can say, “I want something funny and upbeat,” or get even more specific: “I want something scary, but not too scary, and maybe a little bit funny, but not haha funny.”
The system interprets these requests through ChatGPT, offering recommendations that better match the user’s mood or preferences. It’s a more personal and intuitive way to browse, removing the frustration of endless scrolling.
The Netflix AI search feature is rolling out this week as an opt-in beta on iOS devices. According to Bloomberg, early access began last month for some users in Australia and New Zealand.
Streaming Rivals Are Experimenting Too
Netflix isn’t alone in exploring generative AI for content discovery. Amazon has already introduced a voice-based AI search on Fire TVs. Users can ask open-ended questions about shows or movies, and the AI responds with tailored suggestions.
A more direct comparison is Tubi’s ChatGPT-powered tool, which offered similar conversational recommendations. However, Tubi quietly retired the feature, likely due to low user adoption. Whether Netflix will face the same challenge remains to be seen, but its larger user base and stronger brand recognition could work in its favor.
Netflix also announced plans to use generative AI for translating and updating title cards. The goal is to display localized content titles in each subscriber’s preferred language, enhancing the viewing experience globally.
Another new feature revealed at the event is a short-form video feed for mobile users. This resembles TikTok’s format and is designed to help users discover new shows quickly. The platform is also redesigning its TV homepage, aiming for a cleaner, more modern look.
Will Users Embrace Netflix’s AI Features?
The company’s latest move aligns with a broader shift in how people discover and consume content. Traditional search functions often fall short in helping users find something that fits their current mood. Netflix is betting that AI can bridge that gap by delivering more relevant and satisfying results.
Still, success will depend on how many users opt in and how well the AI performs. If the experience feels natural and useful, it could set a new standard in streaming search. But if users find it confusing or inaccurate, Netflix could follow in Tubi’s footsteps.
The rollout is still in early stages, but Netflix’s investment in AI search suggests it’s playing the long game. From smarter search to personalized interfaces, the company is aiming to stay ahead in a competitive and rapidly evolving market.
