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Netflix is ​​now testing a search engine based on OpenAI's artificial intelligence

The amount of TV series, movies, documentaries, sports and other content continues to grow on the Netflix platform. And it’s not always easy to find recommendations that match the user’s tastes. The streaming giant aims to improve its customers' experience and is already testing a new search engine based on artificial intelligence from OpenAI, responsible for ChatGPT.

According to Bloomberg, the system is being tested in Australia and New Zealand, before starting to reach other countries and territories. The AI-enabled search engine allows you to search for content with more specific terms, not just by name or genre, but the subscriber’s mood, listing recommendations.

For now, testing is limited to the Netflix app for iOS and according to the company, testing will soon arrive in the United States and other markets. The new search system must be activated, with users having the option to test it or not.

This is not the first time that Netflix has used artificial intelligence and machine learning on its streaming platform to learn users' tastes and apply recommendations based on history. The new AI system will allow subscribers to ask questions beyond actor names or content genres and receive suggestions on that basis.

Bloomberg also says Netflix is ​​experimenting with other ways to expand its use of AI, both in internal corporate processes and in its productions. Ted Sarandos, the company's co-CEO, says AI will help with filming, but it won't replace creatives such as scriptwriters and actors. AI has raised questions in Hollywood about how AI could potentially cut jobs and reduce costs.

It is worth remembering that Netflix expects to spend 16.7 billion euros on content in 2025, an increase of 11% compared to the previous year. The platform added 19 million subscribers in the last quarter of 2024 and closed the year with a total of 301 million members worldwide.

mundophone