While most streaming platforms force users to hunt down specific titles, Netflix is shaking things up with its new OpenAI-powered search feature. Currently exclusive to Australia and New Zealand, this experimental AI search lets users find content based on their mood rather than frantically typing exact movie titles.
It’s like having a digital mind reader—except it only works on iOS devices. For now.
The feature leverages OpenAI’s technology (yep, the ChatGPT folks) to understand natural language inputs. Feeling like “a heartwarming comedy about friendship“? Just type that in. No more scrolling endlessly through genre categories hoping to stumble upon something decent.
Say goodbye to keyword searching—just tell Netflix how you want to feel and let AI handle the rest.
Netflix finally gets that sometimes we don’t know exactly what we want to watch. We just know how we want to feel.
Users must opt in to test the feature—it’s not being forced on anyone. Smart move, Netflix. The streaming giant plans to roll out this mood-based search to other countries, including the U.S., in the coming months.
They’re taking it slow. Testing the waters before diving in headfirst.
This isn’t Netflix’s first AI rodeo. They’ve been using algorithms for recommendations for years. But this direct partnership with OpenAI marks a significant evolution in an industry where white-collar jobs are increasingly being transformed by AI technology.
It’s no coincidence that competitors like Prime Video are also exploring AI technologies. The streaming wars have entered a new phase: the AI arms race.
What makes Netflix’s approach unique is its focus on emotional states rather than just keywords. The company recently raised its subscription prices with a 16% price increase, making innovations like this mood-based search crucial for retaining subscribers. No other major streaming platform has attempted mood-driven search at this scale.
It could be a game-changer—or just another tech gimmick that fades away.
The limited rollout addresses potential controversies around AI’s impact on creative industries while allowing Netflix to refine the technology. This new feature will eventually enable users to make specific requests for genres, settings, and other preferences to create a truly personalized viewing experience.
They’re gathering data, improving algorithms, and preparing for global deployment.
Will it revolutionize how we find content? Maybe. Will other streaming services scramble to copy it? Absolutely. That’s just how this industry works.
