Netflix is reportedly trialing a new artificial intelligence (AI)-powered search feature that could soon reshape how users discover content on the platform. According to a Bloomberg report, the streaming giant has begun testing an AI-enhanced search engine designed to replace the current search functionality. Powered by OpenAI’s technology, this new tool is said to allow users to search using more natural, nuanced, or specific phrases—such as describing their mood or preferences—rather than relying solely on titles or genres.
The feature is currently being tested with a limited group of users in Australia and New Zealand. Netflix confirmed that the new search experience is built on OpenAI’s models, although it did not disclose exactly which model is in use. The company noted that the AI is aimed at helping users both find specific titles and explore new content based on their input. For example, someone feeling “in the mood for something thrilling but not too dark” could receive curated suggestions that better match their preferences.
At the moment, the AI-powered search is only available on the Netflix iOS app and is not yet available on other platforms like Android or the web. Netflix spokesperson MoMo Zhou stated to The Verge that the company currently has no immediate plans to roll the feature out beyond the iOS app. However, they are actively gathering feedback from testers to refine the experience. This aligns with Netflix’s broader strategy of using user insights to guide its product development, especially when it comes to integrating AI in consumer-facing features.
In addition to this new search functionality, Netflix has been increasingly exploring AI integration across its services, including content recommendation engines and even aspects of production and filmmaking. While there is no official confirmation about expansion to other regions, the report suggests that the feature could soon launch in more markets, including the United States. Whether India or other regions in Asia will be part of the rollout remains unknown, but Netflix’s global approach suggests a wider launch could follow if the tests prove successful.