Netflix is testing a new search engine powered by OpenAI on its platform that will help users find a TV show or movie to watch based on their mood and preferences, Bloomberg reports.
The updated search is already available in Australia and New Zealand, but only on iOS devices. Netflix said the test will be expanded to other markets, including the US, in the near future.
Netflix has long used artificial intelligence and machine learning to generate recommendations based on shows watched, but the new search will allow users to make queries that go far beyond genres or actor names.
The company is experimenting with ways to use AI, both internally and for filmmaking. Co-CEO Ted Sarandos stressed that AI can be a tool to improve filmmaking, but is not designed to replace creative professionals — screenwriters, actors, and other industry professionals.
Netflix usually just rolls out new features to all users automatically, but this time the company is giving users the option to decide for themselves whether they want to participate in testing the new feature.
Source: Netflix is testing a new search powered by OpenAI artificial intelligence
