Netflix Tests OpenAI-Powered Search Feature

2025-04-14

According to Bloomberg, Netflix is testing a new search feature powered by OpenAI. This innovative search tool will allow users to apply more specific search criteria when looking for shows, such as including the subscriber's emotional state. Netflix stated that this feature will significantly broaden the scope of searches, moving beyond the limitations of genre or actor names.

Currently, this feature is part of a voluntary trial and has been made available to some users on the iOS platform in Australia and New Zealand. Netflix spokesperson MoMo Zhou confirmed the accuracy of Bloomberg's report and mentioned that the trial will expand to the U.S. market over the coming weeks and months. For now, there are no plans to introduce the feature on platforms other than iOS.

Zhou noted that the feature is still in its early stages and is currently in a testing phase focused on learning from and gathering user feedback. OpenAI has not yet commented on related inquiries.

In an interview last year, Netflix co-CEO Greg Peters discussed the company’s perspective on artificial intelligence. He highlighted that Netflix has been utilizing machine learning and AI in its recommendation systems for over two decades. Peters emphasized that the company has a responsibility to stay informed about technological innovations to better serve content creators and users.