Netflix Unveils Its AI-Powered Conversational Search Tool

After Netflix hinted at a new AI-based search service during its recent earnings announcement, the company officially unveiled this feature at a technology and product event on Wednesday.

This innovative search tool will utilize OpenAI’s ChatGPT to allow users to search through dialogue. Subscribers can express their preferences using natural language, such as «I’m looking for something fun and upbeat,» or more detailed requests like «I want something scary, but not too much, and maybe a bit funny, but not excessively so.»

This week, the feature is being released as a beta version for iOS users, who can opt out if they choose. Some subscribers in Australia and New Zealand have already gained access, as reported by Bloomberg last month.

Other competitors in the streaming sector are also leveraging generative AI for search capabilities. For instance, Amazon provides AI-driven voice search on Fire TVs that answers open-ended questions regarding TV shows and movies.

A closer example is the ChatGPT-based search tool from Tubi, which answered content-related inquiries and recommended films based on user prompts. However, Tubi later discontinued this feature, likely due to a lack of popularity. It remains uncertain whether Netflix’s new function will encounter similar challenges.

Additionally, at the technology and product event, the company announced plans to use generative AI to update title cards in preferred languages chosen by subscribers.

Among other features introduced on Wednesday were short videos for mobile users and a redesigned homepage.

[Source](https://techcrunch.com/2025/05/07/netflix-debuts-its-generative-ai-powered-search-tool/)