Netflix begins testing new AI search engine for recommendations
Netflix has started testing a new AI search tool. The software will be used on iPhones in New Zealand and Australia, and it is said to help users find shows, which will be recommended by taking into account more details and using mood-based prompts.
The OpenAI-designed software will allow users to search for shows based on much more detail than they use now. It will allow them to find something new to watch that they might not have encountered beforehand.
The software is being tested on iOS devices in Australia and New Zealand. Netflix has plans to extend the feature worldwide and will begin implementing it on phones in the United States in the coming weeks.
The upgrade means people no longer type in a search for an actor or genre, as they do now, and instead can look for something much more natural. For instance, if you were to search for “a feel-good film with shocking ending,” or “an action-packed drama with a romantic side story,” theoretically, the streaming service will be able to offer you recommendations based on this search.
Netflix has commented on the trial period, saying that it is going well but that it is still gathering feedback to better understand the new software. The streaming service admits that while there is still a lot of work that needs to be done, the new feature seems to be working well.
“It’s early days for the feature,” commented MoMo Zhou, a spokesperson on behalf of Netflix, “And we’re in a learn-and-listen phase for this beta.”
Netflix isn’t new to using AI. It has been using it for years behind the scenes to better recommend shows to its users. However, this new version will make browsing a much more personal and unique experience.