Netflix has introduced a new way for subscribers to discover content by integrating ChatGPT technology. This latest feature was officially detailed during a tech and product event following previous teasers at the company’s earnings call.
The search tool uses artificial intelligence to deliver a conversation-like experience when users look for shows or films. Subscribers can now type in requests such as “I want something upbeat and funny” or even more nuanced preferences.
AI Innovation in Streaming Search
Initially available for iOS as an opt-in beta, the feature has already reached some individuals in Australia and New Zealand. Netflix plans a broader rollout after early feedback from these test markets.
Competitors in the streaming sector are also stepping into AI powered search experiences. For example, Amazon offers an open-ended voice search option through Fire TVs, while Tubi previously used a similar approach with ChatGPT driven recommendations.
Tubi ended its AI search experiment after limited user engagement but Netflix hopes for a better reception thanks to its global user base. Whether Netflix’s new conversational search will face the same challenges remains an open question.
As part of the same product event, Netflix experimenting with a generative AI search feature on iOS devices. Title cards will soon adapt to each user’s preferred language, enhancing personalization across the platform.
Besides the search tool, Netflix revealed a short form video feed designed for mobile viewers, aiming to keep users engaged with quick clips. The TV homepage is also getting a revamped look to improve navigation and discoverability.
Netflix’s new AI search feature makes it easier to find what to watch. The real test will be how well members embrace these changes as they arrive over the coming weeks.
