Netflix has officially unveiled a new generative AI-powered search tool that allows users to access content through natural language commands resembling everyday conversation.
The new feature relies on OpenAI's ChatGPT technology, providing subscribers with an interactive way to find content matching their mood, such as requesting a "light and fun" movie or something "thrilling but not too scary with a touch of simple humor."
This feature will begin rolling out to iOS app users this week as an optional trial version, following testing in Australia and New Zealand.
Netflix's move comes amidst a heated race among streaming platforms to integrate AI tools. Amazon, for instance, offers a similar experience through voice search on Fire TV devices, while Tubi previously launched a search tool based on ChatGPT, but it was later discontinued, likely due to low interaction.
Moreover, Netflix indicated its intention to use AI to update artwork for titles based on the user's preferred language.
In related news, the company is preparing to launch a new design for its TV app, placing search options and the "My List" feature in a more accessible location on the home screen.
Furthermore, it is experimenting with a vertical visual feed in the mobile app that showcases short clips from movies and series, with the ability to play the full content with a single tap.
All these updates arrive as Netflix seeks to strengthen its position in the global market amidst economic challenges and increasing competition among streaming platforms.
