Netflix has begun testing a new AI-powered search tool, built in collaboration with OpenAI, that allows users to find content based on more nuanced and conversational prompts. The new search experience is currently available to select iOS users in Australia and New Zealand, with a broader rollout to the U.S. expected in the near future.
Unlike traditional search tools that rely on keywords like actor names or genres, this feature enables users to search based on mood, specific scenarios, or even complex preferences. For example, a user might look for “a funny show that’s under 30 minutes and not too intense,” and the AI model will attempt to return results that match that intent.
Netflix confirmed the test to media outlets, stating that it’s still in the early stages and that the company is collecting feedback to determine how useful the feature is in real-world use. A spokesperson emphasized that this is an opt-in feature and will remain exclusive to iOS devices during the test phase.
The new tool reflects Netflix’s ongoing interest in using artificial intelligence to refine the user experience, particularly in helping subscribers navigate its increasingly vast content library. While Netflix has used machine learning in its recommendation systems for years, this test signals a shift toward more interactive and flexible ways to surface content.
There’s no word yet on whether the feature will come to other platforms beyond iOS or expand globally beyond its current test markets.
As competition among streaming services grows, AI-driven personalization is becoming a key area of focus. If successful, tools like this could reshape how users interact with on-demand platforms, making search less about ticking boxes and more about describing what you actually feel like watching.
