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Does this sound familiar? It’s Wednesday night, you’re scrolling through rows and rows of movies and shows, nothing catches your eye, and suddenly it’s 25 minutes later, and you still haven’t picked something to watch. Netflix may have come up with an interesting new solution for this dilemma.
The streaming platform is experimenting with a new search tool that uses AI to help viewers find what to watch. This advanced search capability goes beyond traditional keyword searches, such as titles, genres, or actors — it allows Netflix to offer more personalized recommendations from its catalog.
Introducing AI-powered natural language search
The OpenAI-powered feature lets users search for shows and movies in more natural and specific ways. Subscribers will be able to use conversational, natural language when searching, making the experience more intuitive and… human.
This isn’t Netflix’s first foray into artificial intelligence. The streaming platform has been using AI with its recommendation system for a while; however, previously, it was used to analyze viewing history to suggest new content that lined up with a watcher’s perceived preferences. This new search capability is a big step forward in enhancing content discovery.
Netflix’s AI search engine is being tested by some iOS users in Australia and New Zealand, and the feature is expected to be available in more regions including the US, soon. “It’s early days for the feature and we’re really in a learn and listen phase for this beta,” Netflix spokesperson MoMo Zhou told The Verge.
Navigating AI and the human element in content creation
While Netflix explores this AI technology, the company appears to be cognizant of concerns from the creative community. Netflix executives have publicly assured folks that artificial intelligence won’t replace filmmakers, screenwriters, or actors in their content production process. Netflix chief Ted Sarandos was recently quoted saying “…there is no shortcut for the human experience.”
Netflix appears to be walking a careful line by embracing AI for user experience improvements, while simultaneously respecting the wonderfully human elements of storytelling and performance. AI’s role in the entertainment industry is an ongoing discussion, and it will be interesting to see how this new feature plays into that conversation.
One of the most talked about examples of AI use in the entertainment industry is Oscar-winning “The Brutalist” including filmmaker David Cronenberg balking at the controversy.