Netflix officially unveiled the feature at Wednesday’s Tech and Product event after hinting at a new AI-powered search experience during its recent revenue call.
This new search experience utilizes Openai’s ChatGpt to provide users with a conversation discovery experience. Users can enter their preferences using natural phrases such as “I want something interesting and bright” or more detailed requests such as “I want something scary but it’s not too scary and maybe a little less interesting, but haha isn’t funny.”
This feature is set to be deployed to iOS users as an opt-in beta this week. As Bloomberg reported last month, some subscribers in Australia and New Zealand have already accessed it.
Other competitors also use generation AI for search. For example, Amazon has an AI voice search experience that responds to open-ended inquiries about television shows and movies. Close Comparison is Tubi’s ChatGPT-driven search tool that answers content-related questions and is proposed based on specific user requests.
However, Tubi later discontinued its functionality, probably due to less adoption. It is still unclear whether the new Netflix features will face similar challenges.
Additionally, in high-tech and product events, the company mentioned its plans to use generation AI to renew title cards in subscribers’ preferred languages.