Netflix is stepping into the future of content discovery.
According to Bloomberg, the streaming giant is currently testing an AI-powered search feature backed by OpenAI. This new system promises to revolutionize how users explore and find content on the platform.
This AI-powered tool handles more nuanced queries, including mood-based searches, unlike the traditional search that relies on genres, titles, or actors. For example, a user could type in something like "I feel nostalgic" or "funny shows for a bad day", and the system will recommend tailored titles accordingly.
Currently, the feature is in beta testing, available exclusively to a limited number of users in Australia and New Zealand and only on iOS devices. Netflix plans to expand testing to the United States in the coming weeks and months, but there’s been no confirmation yet of a wider rollout or availability on other platforms.
Netflix spokesperson MoMo Zhou confirmed the company is in its “learn and listen” phase, using user feedback to fine-tune the experience. “We’re still adjusting the system to ensure it serves our members,” she said.
This innovation comes as Netflix continues to explore AI and machine learning tools to improve user experience. The platform already uses AI to power its recommendation algorithm, but this new feature could be a significant step forward in personalized engagement.
Netflix co-CEO Greg Peters recently emphasized the company’s commitment to responsibly using AI — both to enhance user interactions and to support creators in delivering compelling stories.
With AI increasingly shaping how media is consumed, Netflix’s latest move signals a future where finding the perfect show might just be as easy as sharing how you feel.
