Netflix has embarked on a groundbreaking integration of OpenAI’s ChatGPT technology to revolutionize how users discover content. By embedding an AI-powered search engine within its mobile app, Netflix now allows subscribers to find movies and series through natural language queries, including mood-based prompts. Initially launched as an opt-in beta for iOS users in Australia and New Zealand, this feature marks a significant evolution in personalized streaming recommendations that’s slated to expand to the U.S. soon.
Enhanced AI‑powered search
Netflix’s new search functionality transcends traditional keyword or genre filters, enabling users to “search for shows using far more specific terms, including the subscriber’s mood”. For example, a viewer can type, “Recommend an uplifting comedy that’s under 90 minutes,”, or “Show me a thrillings sci-fi series with a strong female lead,” and ChatGPT’s language model interprets these nuanced queries to deliver curated lists from Netflix’s catalog. In the future, this model can expand to other platforms, such as a leading online casino site, where the users could ask the search console, instead of writing a title or a theme, and return a game they might like.
Because it leverages generative AI, the search engine understands context and tone, producing recommendations that align with viewers’ emotional states or situational preferences. This addresses a common critique, that endlessly scrolling through thumbnails and text descriptions can be overwhelming, by offering a conversational way to explore content.
Although still in its “learn and listen” beta phase, Netflix’s AI search is expected to refine its suggestions over time as more usage data informs the underlying models. Users must opt in to activate the feature via their iOS Netflix app, after which a new search interface appears at the top of the home screen.
Collaboration between Netflix and OpenAI
Netflix’s partnership with OpenAI represents a strategic move to harness state-of-the-art generative AI without developing the technology entirely in-house. In comments to the press, Netflix spokesperson MoMo Zhou confirmed that the ChatGPT-powered search test will arrive in the U.S. “in the coming weeks and months”.
The collaborations build on Netflix’s long history of using machine learning for personalizations; for years, its algorithms have adjusted thumbnail images, curated rows, and recommended titles based on viewing history and user ratings. Integrating ChatGPT adds a conversational layer that can parse complex user intents, such as tone, pacing, and thematic elements, that traditional recommendation engines struggle to capture.
Looking ahead, Netflix may explore extending ChatGPT integration beyond search, potentially offering AI-driven summaries, interactive story recommendations, or even script-writing assistance for original productions. However, the company has reassured that AI will not replace creative roles: according to Ted Sarandos, Co-CEO of Netflix, AI tools are meant to augment, not supplant, writers and filmmakers.
As Netflix continues to refine its ChatGPT-powered search, the feature underscores a broader entertainment industry trend: leveraging generative AI to create more personalized user experiences. For subscribers, the promise of simply telling Netflix what you’re in the mood for, and watching AI translate that into perfect viewing options, could soon become the new standard.
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