Netflix Tests OpenAI-Powered Search Feature

Prime Highlights:

Netflix is trialing an AI-driven search feature to make it easier for viewers to discover content, allowing people to look up shows and movies by mood and interest.
The OpenAI feature has already been rolled out to a few iOS users in Australia and New Zealand but will eventually be released to more people.

Key Facts:

The company’s new search option uses AI to recommend content to individuals, rather than standard filters such as actors or genres.
The feature is opt-in and was tested with a limited number of iOS users in Australia and New Zealand, and it will ultimately become available in the U.S.
It is one of the continued initiatives of Netflix to leverage next-gen AI technologies to provide an improved experience for users as well as in content discovery.

Key Background

Netflix has been employing artificial intelligence (AI) for many years to enhance the user experience by offering tailored recommendations based on individual preferences. Company recommendation algorithms monitor users’ behavior, e.g., what they watch and search for, to suggest content appropriate to their taste. In this way, the company gets users addicted to content appropriate to their taste, thereby increasing the likelihood of long-term subscription.

Apart from providing personalized suggestions, Netflix has also investigated other uses of AI for optimizing content development and marketing. The company uses machine learning algorithms to anticipate future success using current trends and audience preferences, which informs content development decisions. AI is also central to optimizing content localization, i.e., subtitling and translation, in order to make the content of Netflix available to audiences everywhere.

Netflix has also incorporated AI by leveraging its A/B testing processes, enabling the company to monitor user interaction with different elements of the interface. The analytic-driven process keeps design and functionality updates on the platform based on analysis of user comments, which translates to improved user satisfaction.

The OpenAI-powered search feature test is a significant milestone in Netflix’s ongoing testing of artificial intelligence. In making it possible for members to search for content based on mood or individual taste, the feature introduces a new, more personalized way of discovering content. Currently available in limited markets, the feature is a validation of Netflix’s dedication to member engagement through innovative AI solutions.

It also signals wider trends within the streaming space, where AI is being more and more brought to bear in order to make content more easily found and more consumer-friendly. With similar technology, Netflix is hoping to lead the way and meet the shifting needs of its global consumers.