Netflix has started quietly testing an OpenAI-powered search tool on iOS devices in Australia and New Zealand. The experiment, which could roll out to the U.S. soon, aims to improve how subscribers discover content in a catalog of over 8,500 titles. This is not about replacing creators but about rethinking how people search for what to watch.
The tool leans into natural language search, allowing users to input highly specific prompts, including by mood, themes, or context. Think: “feel-good shows to watch while cooking” or “thrillers that don’t get too gory.” That level of flexibility is a notable step up from the traditional genre, actor, or title-based browsing Netflix has offered for years.
Co-CEO Greg Peters has been clear that generative AI is not just a novelty. It is a bet on improving the core product. “We think generative AI has tremendous potential to improve our recommendations and discovery systems even further,” he said on last summer’s earnings call. The goal is to make it easier to find the right story for the moment, without the endless scroll.
The AI feature builds on Netflix’s current recommendation infrastructure. That system already factors in what you’ve watched, when you watched it, what language you prefer, how long you stuck with a title, and more. But the integration of OpenAI’s models introduces a layer of intent-based search that better matches how people actually think about choosing entertainment.
Importantly, this is opt-in. Subscribers in the test regions can choose whether to use the AI search or stick with the traditional system. A spokesperson confirmed the company has no immediate plans to bring the feature to Android or web platforms. Netflix is focusing first on refining the iOS experience.
The company is approaching this carefully, likely aware of the pushback from creatives around AI’s role in the industry. Both Peters and Sarandos have emphasized the technology’s value in enhancing, not replacing, storytelling. “AI will help creators tell better stories,” Sarandos said. “That’s always been the heart of this business.”
This isn’t just about improving the user experience. It is also a business move. If Netflix can reduce the time it takes for a user to decide what to watch, it could increase engagement and session starts. That has real bottom-line value.
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