Netflix has begun testing a new AI-powered search feature developed in collaboration with OpenAI, according to a report from Bloomberg.
The enhanced search tool will enable users to find content using more detailed and personalized queries, such as their current mood. Unlike the traditional search options limited to genres or actor names, this feature allows for much broader and more nuanced search inputs.
Currently, the feature is available on an opt-in basis for some iOS users in Australia and New Zealand. A Netflix spokesperson, MoMo Zhou, confirmed the details to The Verge, adding that the feature will be rolled out in the U.S. “in the coming weeks and months.” However, there are no current plans to launch the feature on platforms other than iOS.
Zhou described this rollout as being in the early, experimental phase. “We’re in a ‘learn and listen’ period,” she said, as the company gathers feedback during the beta test. OpenAI has not yet commented on the development.
Netflix has long utilized machine learning and AI in its recommendation algorithms. In a previous interview on The Verge’s Decoder podcast, co-CEO Greg Peters highlighted the company’s ongoing commitment to tech innovation, noting their focus on leveraging AI both to enhance the storytelling capabilities for creators and to improve user experiences for subscribers.
Source: The Verge
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