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Netflix Said to Be Experimenting With OpenAI-Powered AI Search Engine

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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.

Apple Reportedly Facing Annual Losses Exceeding $1 Billion on Apple TV+

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Apple is reportedly incurring annual losses exceeding $1 billion (roughly Rs. 8,604 crore) on its Apple TV+ streaming service, according to a report by The Information. Citing sources familiar with the matter, the report highlights the challenges Apple faces in competing with industry giants despite significant investments in original content.

Since its launch in 2019, Apple has spent more than $5 billion (roughly Rs. 43,020 crore) annually on content for Apple TV+. However, in an effort to cut costs, the company reduced this expenditure by around $500 million (roughly Rs. 4,302 crore) last year. Despite producing critically acclaimed shows such as Ted Lasso, The Morning Show, Shrinking, and Severance, Apple TV+ continues to trail behind streaming powerhouses like Netflix, Disney+, and Amazon Prime Video in terms of subscriber count.

According to the latest industry data, Netflix remains the dominant player with a total of 301.63 million subscribers. Disney+ follows with 124.6 million users, while Warner Bros. Discovery boasts 116.9 million. In contrast, Apple has not officially disclosed its subscriber numbers, but analysts estimate that Apple TV+ had reached approximately 40.4 million subscribers by the end of 2024.

Despite its smaller user base, Apple TV+ has gained recognition in the entertainment industry, earning over 2,500 award nominations and securing 538 wins. During a post-earnings call in January, Apple CEO Tim Cook highlighted these achievements, emphasizing the platform’s commitment to high-quality storytelling. However, with mounting losses and intense competition, Apple may need to reassess its long-term strategy for the streaming service.

CD Projekt Posts 2.3% Drop in Full-Year Net Profit Amid Lack of New Game Releases

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Polish video game developer CD Projekt (CDR.WA) reported a 2.3% decline in its full-year net profit on Tuesday, mainly due to the absence of new game releases during the year. The company’s net profit stood at 469.9 million zlotys ($122 million), surpassing analysts’ expectations, which had forecasted a profit of 390 million zlotys, according to a Reuters poll.

While net profit decreased, the company’s revenue dropped nearly 20%, totaling 985 million zlotys for the year. CD Projekt’s performance was supported by the release of the long-anticipated expansion to its flagship game, “Cyberpunk 2077,” which boosted the previous year’s results.

Looking ahead, the company faces a couple of years without a major game release. Its revenue for the upcoming quarters is expected to be largely driven by sales from existing titles. “The results of the CD Projekt Group are primarily driven by sales of ‘Cyberpunk 2077,'” said finance chief Piotr Nielubowicz. “Even in the absence of any major launch, the past year was the third-best in the group’s history in terms of net profit.”

As of November 2024, cumulative sales of “Cyberpunk 2077” had surpassed 30 million copies, while its “Phantom Liberty” expansion had sold more than 8 million units. The company also plans to release “Cyberpunk 2077: Ultimate Edition” for macOS in 2024, aiming to tap into a new group of gamers.

In addition, CD Projekt is expanding the “Cyberpunk” universe, with a new animation project currently in development for Netflix, marking another step in the franchise’s growth.