Netflix Tests OpenAI-Powered Search That Understands Your Mood
Netflix is taking a bold step into AI-driven personalization by testing a new OpenAI-powered search feature. First reported by Bloomberg, this experimental tool allows users to find content using natural, mood-based language—well beyond simple genre or actor queries.
What Is Netflix’s New AI-Powered Search?
Netflix's latest innovation harnesses OpenAI’s technology to interpret complex, human-like search requests. Instead of relying on standard filters like genre, cast, or title, users can now express their mood or preferences in conversational terms.
For example, a user could search for “a light-hearted comedy for a lazy Sunday” or “a thrilling mystery that’s not too scary,” and the AI would return tailored content suggestions. This change marks a significant leap forward in how Netflix connects users with content.
Where and How Is It Being Tested?
The feature is currently in beta testing and available on iOS for users in Australia and New Zealand. Netflix spokesperson MoMo Zhou confirmed that the tool is opt-in and still in its early stages, emphasizing that the company is in a “learn and listen phase.”
According to Zhou, the AI-powered search will roll out to U.S. users in the coming weeks and months. However, there are no immediate plans to launch the feature on Android or desktop platforms.
Why This Matters for Netflix Users
This isn’t Netflix’s first foray into AI. The platform has long used machine learning to power its recommendation engine. What makes this different is the level of nuance and personalization enabled by OpenAI’s large language models (LLMs).
Netflix co-CEO Greg Peters highlighted this direction during a previous Decoder podcast interview, stating:
“We think our job is to be proactive about understanding where there’s technical innovation… to serve our members better user experiences.”
Netflix and AI: A Long-Term Strategy
For over two decades, Netflix has relied on data and AI to optimize recommendations. The OpenAI integration represents the next phase—one that bridges the gap between machine intelligence and human emotion.
By enabling users to describe their feelings and preferences more naturally, Netflix aims to reduce browsing fatigue and improve content discovery.
What’s Next?
Netflix has yet to reveal how successful the test has been or when it might expand to additional regions or platforms. However, the company’s growing focus on AI—from search to content production tools—signals a larger strategic investment in intelligent personalization.
While OpenAI has not commented on the collaboration, the tech behind this feature clearly represents the evolving synergy between streaming and generative AI.
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