Netflix is reportedly testing a new AI search tool to make searching for movies easier
Searching the Netflix library could become a conversation, not just keywords.
If you've ever spent more time browsing Netflix than actually watching something, you're not alone. Netflix knows the pain of choice paralysis—and it's working on a fix.
The company is testing a new AI-powered search tool designed to help you find the right show using specific terms, including how you're feeling. This means that instead of scrolling through endless genres or typing in titles, you might soon be able to use natural language in your search terms. Say something like “Show me something to cheer me up” or “I need a cozy night-in movie” and get instant, tailored results.
The idea is to make searching feel more like talking and a lot less like work.
Netflix, with over 300 million subscribers, has always been ahead of the curve when it comes to using AI—from personalized recommendations to those ever-changing thumbnails. But this new feature, said to be powered by OpenAI, takes things further. It’s currently being tested in Australia and New Zealand, with plans to roll out in the U.S. soon.
Unlike standard searches based on titles, actors, or genres, the search feature aims to understand your intent and emotional state. That could be a game-changer, especially for users overwhelmed by Netflix’s endless content library.
Rivals like Amazon Prime Video and Disney+ have also leaned into AI to boost their recommendation systems. Amazon, for instance, uses machine learning to analyze viewing habits and ratings. But Netflix says its mood-based search is the first of its kind—putting it ahead of the pack.
For now, the feature is being tested on iOS devices only and is opt-in, so users can choose whether to try it. But when it launches widely, expect it to hit all devices, including Android.
Kelechi Edeh
