Netflix boasts an extensive array of movies and shows, but actually finding something you want to watch can be quite a task. This is why the company’s foray into AI-driven search technology is so promising—it could drastically reduce the frustrating endless scrolling and help you get to the good stuff quicker.
AI Could Assist You in Choosing Your Next Show
As highlighted by Bloomberg, Netflix is currently testing a new AI-enhanced search feature. While users can already search for films and shows, the existing search relies heavily on specific keywords like the title of the movie, a genre, or an actor’s name. This is often why I prefer to use Netflix’s hidden codes instead.
The new AI search feature, developed in partnership with OpenAI, would enable users to “search for shows using much more specific terms, including the viewer’s mood.” Additionally, the search options would “extend far beyond genres or actor names.”
We haven’t had the chance to try out Netflix’s AI search yet, but if their claims are true, it could significantly simplify the process of discovering fresh content that’s worth watching. I know I’m not alone in wanting to pick something based more on how I feel at that moment rather than a specific title.
Currently, access to this experimental feature is quite limited; only Netflix users in Australia and New Zealand who are using an iOS device can try the AI search. Furthermore, it’s only available to those who choose to opt in, as it’s not being rolled out to anyone without their consent.
Netflix spokesperson MoMo Zhou confirmed to The Verge that this test is underway. They also mentioned that it will expand to the U.S. “in the coming weeks and months.” Zhou added, “We’re still in the early stages of this feature, and we’re focused on learning and gathering feedback during this beta period.”
Understanding Viewer Preferences Is Key
Utilizing AI to assist people in finding what they want to watch seems like an obvious step forward, especially since Netflix already has essential resources in place. This includes metadata for each piece of content. In theory, AI can effectively bridge the gap between what viewers are eager to watch and what is available in Netflix’s vast catalog.
It has almost become a joke that users spend so much time scrolling through Netflix titles that they never end up watching anything at all. However, there’s a kernel of truth in this stereotype. If Netflix’s AI search transitions successfully out of beta testing and becomes accessible to everyone, perhaps that stereotype will finally become a thing of the past.
