Netflix’s new AI search feature to help subscribers find TV shows, movies

Netflix has introduced a new search feature that utilises artificial intelligence (AI) to help subscribers find TV shows and movies.

According to Bloomberg, the OpenAI-powered search engine allows users to search for content using specific terms and receive personalised recommendations from Netflix's catalog.

The new search tool is currently available to some users in Australia and New Zealand on iOS devices. However, Netflix plans to expand it to additional markets, including the United States.

The feature enables Netflix users to ask more nuanced questions, going beyond traditional search parameters like genre or actor names.

Notably, Netflix has long utilised AI and machine learning for various purposes, including its recommendation algorithm.

The video streaming platform is now exploring ways to expand its use of AI, including in filmmaking.

Co-CEO Ted Sarandos noted that AI can enhance the filmmaking process without replacing creative professionals.

That said, the use of artificial intelligence in the entertainment industry has also raised concerns about job displacement and cost-cutting measures.

Many in Hollywood worry that Netflix-like companies will rely on AI to reduce the need for human creatives, such as screenwriters and actors.

On the sidelines, Netflix also recently partnered with Microsoft to enhance its advertising services.