Netflix is testing a new OpenAI-powered search

Netflix is starting to test search that’s powered by OpenAI, according to Bloomberg. The new search engine will let users “look for shows using far more specific terms, including the subscriber’s mood, for example, the company said,” per the report. This OpenAI-powered search will also allow users to make queries that “go well beyond genres […]

Apr 12, 2025 - 01:04

Netflix is testing a new OpenAI-powered search

Netflix is starting to test search that’s powered by OpenAI, according to Bloomberg.

The new search engine will let users “look for shows using far more specific terms, including the subscriber’s mood, for example, the company said,” per the report. This OpenAI-powered search will also allow users to make queries that “go well beyond genres or actors’ names.”

The feature, which is opt in, is already available for some users to try in Australia and New Zealand on iOS.

Netflix spokesperson MoMo Zhou confirmed to The Verge that Bloomberg’s story is accurate. Zhou says 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.

“It’s early days for the feature and we’re really in a learn and listen phase for this beta,” Zhou says.

OpenAI didn’t immediately reply to a request for comment.

In an interview on the Decoder podcast last year, The Verge’s editor-in-chief, Nilay Patel, asked Netflix co-CEO Greg Peters about how the company was thinking about AI. Here was part of his response:

We have a long history of using machine learning and artificial intelligence in our recommender systems. We’ve been doing that for 20-some years. Again, we think that our job is to be proactive about understanding where there’s technical innovation. How do we use that both to serve creators, allow them to tell their stories in more compelling ways, and also then to serve our members better user experiences?