Netflix Introduces AI-Powered Natural Language Search

Netflix has unveiled a new search feature powered by OpenAI’s generative artificial intelligence, according to TechCrunch.

The tool allows users to search for desired content in a conversational manner. Users can input natural prompts like “I want something funny and uplifting” or “I want something scary, but not too scary, and maybe a little funny, but not haha funny.”

The AI analyzes not just the words, but also the meaning, mood, and context of the query, while considering previous viewings to offer personalized recommendations. The search experience becomes akin to a dialogue with someone who knows the user’s tastes well.

The feature has been launched on iOS as a beta version. Some users in Australia and New Zealand already have access to it. Geographic expansion, including to the US market, is planned in the coming months.

Netflix also emphasized its commitment to using generative artificial intelligence to update title cards in subscribers’ preferred languages.

Back in February 2023, Netflix employed AI to create backgrounds in the anime The Dog & The Boy due to “a shortage of manpower.”