Netflix AI Search Engine Rolls Out for Smarter Content Discovery

Netflix has rolled out a new supercharged artificial intelligence (AI) search engine on its platform, the streaming giant's latest step towards more personalized and fluid content discovery. Netflix's AI search engine, also being tested on a small group of customers in New Zealand and Australia, runs on OpenAI language models and could change the way tens of millions of viewers decide what to watch.

AI Brings Conversational Search to the Streaming Experience

The feature, so far only present in Netflix's iOS app, will replace the company's current search feature and let users search based on more conversational, descriptive terms—states of mind, themes, or even vague descriptions of content. No more having to type out exact titles or actor names will be required, but the AI search engine operated by Netflix will interpret searches along the lines of "humoristic crime comedies with dark twists" or "happy dog movies" in order to provide relevant, vetted results.

Powered by OpenAI, Designed for Personalization

According to a report by Bloomberg, the AI model that supports the new search function is developed in partnership with OpenAI, although the company did not specify what model it uses. The feature not only assists viewers in finding new content according to their taste but also searches for familiar content using partial or descriptive names.

Gradual Rollout Starting in New Zealand and Australia

Early testers in the ongoing rollout are giving feedback that Netflix indicates will shape enhancements before a broader rollout. Netflix representative MoMo Zhou told The Verge that there are "currently no plans to expand outside of iOS" during this initial period, though internal conversations suggest a wider rollout in the months ahead, including possible availability in the United States and other major markets.

Nonetheless, this technology has its critics. The entertainment world—actors and writers foremost—has complained about the potential for AI to help trim costs or replace creative work. These were the prevailing concerns of Hollywood walkouts last year. Netflix officials, like Co-CEO Ted Sarandos, have pushed back by saying that AI is designed to supplement—not replace—human imagination.

Netflix has also experimented with AI outside of content recommendation, including content localization and film production software. In 2024, Netflix employed AI-based dubbing and automated subtitle generation to localize its original content faster and better.

The Future of Streaming: Personalized, AI-Driven Discovery

As the AI search engine at Netflix continues to develop based on user feedback, its broader release may have the potential to revolutionize how humans interact with streaming services. If it succeeds, it will set a new benchmark in online entertainment personalization.