Netflix is testing new search technology that is powered by OpenAI, according to a Bloomberg report.
The artificial intelligence search engine helps subscribers find TV shows and movies beyond simply looking by title, genre or actor.
Instead, it uses “far more specific terms, including the subscriber’s mood,” said the Bloomberg report. It will then recommend options from the Netflix’s catalogue.
Bloomberg said that some customers in Australia and New Zealand can already use the tool, which is only available on iOS devices. The test will soon expand to several markets, including the US.
Netflix has long used artificial intelligence and machine learning to power its recommendation algorithm, but the OpenAI search function would take this much further.
Netflix spokesperson MoMo Zhou confirmed to The Verge that the Bloomberg’s story is accurate. Zhou said that the test will expand to the US “in the coming weeks and months” and that there aren’t currently plans for the feature outside of iOS.
You are not signed in
Only registered users can comment on this article.
.jpg)
Expanded Future Tech to showcase the very best in innovation, technology and talent
After a successful debut in 2025, Future Tech returns to Hall 14 of the RAI this year, with more features, more innovation and more of the technologies shaping the next era of media and entertainment.
.jpg)
UK TV industry advocates out-of-hours guidelines
The UK television industry has backed new guidelines to minimise out-of-hours contact to help improve work-life balance in the sector.
.jpg)
EU approves Paramount's WBD acquisition with conditions
The European Commission has approved Paramount Skydance’s proposed $110bn acquisition of Warner Bros. Discovery.
Isabel Davis to become Director of BFI Filmmaking Funds
The British Film Institute (BFI) has named Isabel Davis as Director of its BFI National Lottery Filmmaking Funds.
Netflix uses GenAI on 300 titles in 2026
Netflix has revealed that nearly 300 titles on its platform have used generative AI, from early concept stages and pre-visualisation through to post-production and release.
