Netflix Enhances Content Discovery with AI-Powered Search
Netflix has officially launched its generative AI-powered search tool, offering users a conversational way to discover content. This new feature utilizes OpenAI's ChatGPT technology, allowing subscribers to input natural language phrases to find what they want to watch.
Instead of using specific keywords, users can now enter requests like "I want something funny and upbeat" or more complex queries such as "I want something scary, but not too scary, and maybe a little bit funny, but not haha funny." This conversational approach aims to simplify and personalize the content discovery experience.
iOS Beta Launch and Previous Tests
The AI-powered search feature is rolling out this week as an opt-in beta for iOS users. This follows earlier tests with subscribers in Australia and New Zealand, as reported last month by Bloomberg.
Competition in AI-Powered Search
Netflix joins other streaming services exploring AI-powered search. Amazon offers an AI voice search on Fire TVs, while Tubi previously experimented with a similar ChatGPT-powered tool, which was later discontinued.
The success of Netflix's new feature remains to be seen, given the challenges faced by similar implementations.
Further AI Integrations
In addition to the new search feature, Netflix also announced plans to use generative AI to update title cards in users' preferred languages, further demonstrating the company's commitment to leveraging AI for enhanced user experience.
