Netflix just took a bold step toward making content discovery faster, smarter, and more personal. At its recent tech and product event, the company officially introduced a new AI-powered search feature. This tool is designed to help users find the perfect show or movie using simple, everyday language—no more endless scrolling or typing in awkward keywords.
The new feature runs on OpenAI’s ChatGPT, allowing users to type natural phrases like “I want something light and romantic” or “Show me a thriller that’s not too violent but still intense.” Netflix says the tool can handle these vague requests by interpreting mood, tone, and genre to return personalized recommendations. It’s like talking to a friend who knows your taste—and your watch history.
This conversational search tool is now rolling out in beta for iOS users. It’s currently opt-in and being tested in markets like Australia and New Zealand, where some users already had early access last month. Netflix plans to expand availability gradually, based on feedback and performance.
The goal is to simplify decision-making for users overwhelmed by choice. With thousands of titles available, finding “the right thing” often turns into a chore. AI is now stepping in to fix that.
Netflix isn’t the only streaming platform exploring generative AI for content discovery. Amazon has introduced a voice-based AI search on Fire TV, capable of responding to open-ended prompts like “something for family movie night.” Tubi also experimented with a ChatGPT-powered search feature, but it didn’t last long. The company quietly shut it down, likely due to limited user engagement.
Unlike its rivals, Netflix has the global scale and data to train smarter recommendation systems. That gives it a potential edge in using AI to personalize the user experience across cultures and preferences.
Still, Netflix will need to avoid the same fate as Tubi’s short-lived tool. For this AI search to succeed, it must feel useful without being gimmicky—and deliver faster results without frustrating users.
Netflix also shared that it’s expanding AI use beyond search. Soon, the platform will use generative AI to localize title cards, adapting them into the viewer’s preferred language. This helps improve accessibility and increases viewer engagement across global markets. It’s a small detail with big impact, especially in non-English-speaking countries.
Behind the scenes, AI is becoming core to how Netflix operates—from optimizing streaming quality to powering content recommendations. This latest step pushes that strategy to the front of the user experience.
The company hasn’t set a full release timeline for the AI search feature yet, but early feedback will guide next steps. If the tool resonates, it could become a default way users discover new content on the platform.
Netflix is betting that a smarter, more intuitive search will reduce friction, keep users engaged, and differentiate it from the growing list of competitors in the streaming world.
