According to Pubity reports, Netflix has started testing a new AI feature for its service. The reports further claim the new app search engine will replace the existing search function for subscribers. In building this AI search, which allows users to search for content with more specific terms, Netflix would rely on OpenAI as its partner.
Reports suggest that the feature is available for select Netflix subscribers in Australia and New Zealand and may be extended to other regions in the coming months. According to a Bloomberg report, Netflix is testing its AI-enhanced search function with select users in Australia and New Zealand. OpenAI's search system is designed to assist in content discovery as needed, specifically looking up titles.
Netflix told the publication the AI search feature utilizes OpenAI's AI models without specification. It has been reported that users will be able to search for shows and movies in much greater detail than just by name, genre, and actors. Customers can search for shows by describing their mood, and the streaming service shall suggest options from its catalogue.
If a user types "something sad," emotional dramas might show up on their list, while someone typing in "funny and fast-paced" could receive recommendations for comedies and action flicks.
This feature is under test for select Netflix users in Australia and New Zealand. Reports mention that Netflix plans to expand the AI search feature into several other markets soon, including the US, but it is yet unknown if this feature will become available in India or not. Reportedly, the streaming platform is making modifications to the AI feature based on feedback it has received from testers.
Netflix AI-based search is available only through the app on iOS. Currently, there are no intentions to further the availability of this functionality beyond iOS, said MoMo Zhou, a Netflix representative, speaking to The Verge. Earlier this month, the streaming behemoth added multilingual devices to its TV app. With this update, users could now watch any available movie and show in all present languages on the catalogue.
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