Netflix Launches AI-Powered Conversational Search Using ChatGPT

Netflix has officially launched an AI-powered search experience that leverages OpenAI’s ChatGPT technology to transform how users discover content on the platform.

This new feature enables users to input natural language queries describing their preferences, such as wanting something "funny and upbeat" or more nuanced requests like "scary, but not too scary, and maybe a little bit funny."

Rolling out as an opt-in beta on iOS devices, the feature has already been available to some subscribers in Australia and New Zealand, demonstrating Netflix’s phased approach to deployment.

Netflix is not alone in adopting generative AI for content search; competitors like Amazon and Tubi have experimented with AI-driven search tools, though Tubi discontinued its ChatGPT-powered feature due to low adoption.

The success of Netflix’s implementation remains to be seen, but the company is also exploring generative AI for enhancing user experience through localized title cards and interface redesigns.

Transforming Content Discovery with Conversational AI

The integration of ChatGPT into Netflix’s search functionality marks a significant shift from traditional keyword-based search to a more intuitive, conversational approach. This allows users to express complex preferences naturally, improving content relevance and user satisfaction.

By understanding nuanced requests, the AI can surface titles that better match the mood, genre, or tone the user desires, potentially increasing engagement and reducing decision fatigue.

Competitive Landscape and Challenges

Other streaming services have also experimented with generative AI for search and discovery. Amazon’s Fire TV voice search offers open-ended query responses, while Tubi’s ChatGPT-powered tool provided content suggestions based on detailed user input before its discontinuation.

Netflix’s challenge will be to drive adoption and demonstrate clear value to users, avoiding the pitfalls that led to Tubi’s feature being shelved.

Expanding AI Applications Beyond Search

Beyond search, Netflix plans to leverage generative AI to update title cards in subscribers’ preferred languages, enhancing accessibility and personalization.

Additional new features include a short-form video feed tailored for mobile users and a redesigned TV homepage, all aimed at improving user engagement and content discovery.

These innovations highlight the growing role of generative AI in transforming the media and entertainment industry by enabling more personalized, intuitive, and engaging user experiences.