There’s a common joke in the streaming community: by the time you finally select something to watch, you either run out of snacks or lose interest. To mitigate this, Netflix introduced a feature called “Play Something” to help curb endless browsing. Yet, at the core of the issue lies a flawed search function on the platform.
For years, users have voiced their frustration with the algorithm’s tendency to recycle suggestions, compounded by a limited sorting and filtering system. The abundance of categories often adds to the confusion.
However, AI may soon change the narrative surrounding Netflix's search capabilities. According to a report from Bloomberg, Netflix is exploring an AI-driven overhaul of its search functionality, allowing users to express their preferences more freely to find films and TV shows that fit their tastes.
How AI Can Transform Netflix Search
"The AI-driven search engine enables users to search for shows using more specific criteria, including how the viewer feels at the moment," according to the Bloomberg article, which adds that the system will then suggest options from Netflix’s extensive library.
Currently, Netflix is piloting this AI-enhanced search feature in Australia and New Zealand. A company representative informed The Verge that they plan to broaden the beta testing into the U.S. market in the “coming weeks and months.”
At the moment, this initial testing phase is exclusive to the iOS platform, and it remains uncertain when or if it might extend to the web and Android versions. Nonetheless, Netflix has been integrating AI into its infrastructure for some time.
The company maintains a public dashboard outlining how it utilizes Machine Learning technology throughout its services, with search being an essential focus.
What Makes This Exciting for Me?
In a 2022 publication, Netflix detailed its method of closely monitoring user interactions, including what content users click on and how long they watch various titles. This insight allows the search system to infer user interests at any moment, presenting suggestions even before users start typing in the search field.
While this approach is promising, Netflix clearly states that it heavily relies on its in-house recommendation engine to populate search results. Essentially, the algorithm retains a significant degree of control over the search experience, limiting user agency.
This sets the stage for AI's role, as it can enhance natural language processing capabilities. Instead of restraining users to predefined categories and names, an AI could allow them to simply articulate their mood or viewing criteria in the search box.
Imagine having a conversation with AI and effortlessly discovering the perfect show to watch?
Thus far, my interactions with advanced AI tools like Gemini Live have been very fulfilling, and I'm eager for Netflix to offer a similarly enriched experience through its AI-powered search tool in the near future. Ultimately, I hope AI will simplify the process of discovering what's new and what will soon depart from Netflix, alongside other specific queries.
