According to Bloomberg, Netflix has just begun testing a new search feature applying artificial intelligence (AI) technology from OpenAI, making it easier for users to find more suitable movies and TV shows.
This feature is currently implemented with a limited test with some users.
Different from the traditional search engine that only allows to find the name of the movie, the actor's name or the genre, the new feature will allow users to search content according to emotions or more specific descriptions. For example, users can type the keyword "sad" to find films and shows with melancholy and emotional colors.
Thanks to the integration of AI generation, this new tool is expected to be able to understand and process natural language in user search queries.
Earlier, Netflix has applied AI in many familiar features such as analyzing the user's viewing habits to personalize the content. However, the company is looking for more ways to exploit this technology stronger.
Netflix's testing of OpenAI's AI-based search engine shows the growing ambition of this streaming platform in personalizing user experience and taking advantage of the power of technology to retain customers.
In the context of increasingly fierce competition between streaming services, this innovation is expected to help Netflix make a difference, and open a new trend in the way users approach and explore the content of entertainment in the future.
