It can apparently let you search for things to watch based on your mood.
Netflix is taking its user experience to the next level — and this time, it’s teaming up with OpenAI.
In a bold move to make content discovery more intuitive and personalized, Netflix has begun testing a new AI-powered search engine that allows users to search for shows and movies in a whole new way. Gone are the days of typing just titles or actor names — soon, you might be able to find your next binge-worthy series by simply describing how you feel.
🔍 What’s New with Netflix’s AI Search?
According to a recent report from Bloomberg, Netflix is now experimenting with search functionality that leverages OpenAI’s cutting-edge technology. This new feature is designed to understand natural, conversational language — so instead of typing in “romantic comedies,” you could search for “a feel-good love story with a twist” or “something lighthearted for a rainy day.”
Netflix confirmed that this isn’t just another internal experiment — it’s live in the wild. The AI-powered search is already available on iOS devices for select users in Australia and New Zealand. And it’s just the beginning.
A Netflix spokesperson, MoMo Zhou, confirmed the details with The Verge, stating that the test is in its early stages and is currently an opt-in feature. Zhou also noted that the feature will begin rolling out in the United States over the coming weeks and months, although it remains exclusive to iOS for now, with no immediate plans for expansion to other platforms.
“It’s early days for the feature, and we’re really in a learn and listen phase for this beta,” Zhou shared.
🤖 Why OpenAI?
Netflix isn’t new to artificial intelligence. In fact, the company has been using AI and machine learning for over two decades to power its recommendation engine — the very system that decides what shows pop up on your home screen. But this latest evolution taps into generative AI, pushing the boundaries of how humans interact with machines.
Although OpenAI has not yet commented on this collaboration, the partnership signals a powerful shift in how media companies are integrating AI to deepen personalization and streamline user experiences.
🎙️ What Netflix’s Leadership Has Said About AI
In a past episode of The Verge’s Decoder podcast, Netflix co-CEO Greg Peters shed some light on the company’s AI philosophy. When asked about the future of AI at Netflix, he emphasized a commitment to exploring innovative technologies — not just to enhance the viewer experience, but to empower content creators as well.
“We have a long history of using machine learning and artificial intelligence in our recommender systems. We’ve been doing that for 20-some years,” Peters said. “Again, we think that our job is to be proactive about understanding where there’s technical innovation — how do we use that both to serve creators, allow them to tell their stories in more compelling ways, and also then to serve our members better user experiences?”
🌎 What’s Next?
While the AI-powered search tool is currently in limited beta, it’s clear that Netflix is seriously investing in the future of entertainment search. The ability to interact with a platform in a more human-like way — to search by feeling, context, or story theme — represents a major leap from traditional keyword-based systems.
As user feedback rolls in from Australia and New Zealand, Netflix will be watching closely to determine how (and when) to expand the tool more broadly. And if successful, this could set a new industry standard for streaming platforms around the globe.
TL;DR:
Netflix is piloting an OpenAI-powered search feature that lets users discover content by describing their mood, feelings, or story preferences — not just titles or actors. The feature is in beta testing on iOS for users in Australia and New Zealand, with plans to expand to the US soon.
Stay tuned — the way you find your next favorite show may never be the same.
