This feature uses OpenAI's ChatGPT, allowing users to search for content in natural language, such as: "I want to watch a movie fun, easy" or more in detail like "I want to watch a horror movie, but don't be too scary, have some humor".
Netflix will start rolling out a beta with subscription options for iOS users this week. Some subscribers have experienced the feature since last month, according to Bloomberg.
Many other platforms are also taking advantage of AI to improve content search. Amazon has brought AI to the voice search experience on Fire TVs, allowing users to open-ended questions. A more recent example is Tubi, who also integrated ChatGPT for video consultation upon request, but then stopped implementing it, possibly because few people used it.
Therefore, the future of the new feature from Netflix is still a question mark.
Also at a recent event, Netflix revealed that it is planning to use AI to create title cards for movies in the language that each user loves. In addition, the company has introduced a series of other updates such as a short video interface specifically for mobile devices and a redesign of the homepage on TV.
