Netflix has begun testing a new AI-powered search engine developed in partnership with OpenAI, according to a report by Bloomberg.
The feature, currently available to select users in Australia and New Zealand on iOS, allows subscribers to search for content using more conversational and mood-based queries.
Unlike traditional search functions that rely on titles, genres, or actor names, the new AI tool enables users to input detailed phrases—such as how they’re feeling or what kind of story they’re in the mood for. For instance, a user could search for “lighthearted comedies about friendship” or “thrillers with a strong female lead.”
Netflix spokesperson MoMo Zhou confirmed the report to The Verge, stating that the test will roll out to the US “in the coming weeks and months.” However, Zhou clarified that the feature is currently only being tested on iOS devices and remains in an experimental phase. “It’s early days for the feature and we’re really in a learn and listen phase for this beta,” she said.
Netflix has long utilized machine learning to power its recommendation engine. In a past interview with The Verge’s Decoder podcast, co-CEO Greg Peters noted that the company is always exploring how technical innovations like AI can enhance storytelling and user experience.
OpenAI has yet to comment on the collaboration.
