Netflix is once again pushing the boundaries of technology by experimenting with a new AI-powered search engine, built in collaboration with OpenAI. As reported by Bloomberg, this innovative feature is designed to dramatically enhance how users find content on the platform, making search more intuitive, personalized, and emotionally intelligent.
A Smarter Way to Search: Beyond Titles and Genres
Currently being piloted on iOS devices in Australia and New Zealand, Netflix’s new search functionality allows subscribers to search using highly specific and nuanced terms — including their current mood or preferences. Instead of being limited to typical filters like genre, actor names, or titles, users can now make much more detailed and natural-language queries.
Imagine typing: “Show me a feel-good comedy for a rainy day” or “Find me an intense drama with a strong female lead” — and getting spot-on recommendations instantly.
According to a Netflix spokesperson, MoMo Zhou, the early beta is part of a broader “learn and listen” phase, aimed at gathering user feedback. Zhou confirmed that the test will gradually expand to the United States in the coming weeks and months, but for now, the feature remains exclusive to iOS, with no immediate plans for Android or other platforms.
Why This Matters: The Future of Streaming Is Personal
This move underscores Netflix’s long-standing commitment to leveraging artificial intelligence and machine learning to enhance user experiences. Speaking on The Verge’s Decoder podcast last year, Netflix co-CEO Greg Peters explained the company’s philosophy around AI:
“We’ve used machine learning and AI in our recommendation systems for over 20 years. Our focus is always on how innovation can empower creators to tell better stories and deliver richer experiences to our members.”
By integrating OpenAI’s cutting-edge capabilities into its search engine, Netflix is taking personalization to a whole new level — aiming to not just recommend shows but truly understand the context behind what users want to watch at any given moment.
What’s Next?
OpenAI has yet to comment officially on the partnership. However, it’s clear that this collaboration could mark the beginning of a major shift in how AI tools are integrated into entertainment platforms.
If Netflix’s experiment proves successful, it could set a new standard for content discovery across the streaming industry, making it easier than ever for viewers to find the perfect show or movie — without endlessly scrolling.
For now, the beta is still in its early stages. As Netflix gathers feedback and fine-tunes the system, users can expect more updates and possibly wider access in the near future.
The post A new search engine powered by OpenAI is being tested by Netflix first appeared on Techfullnews.
