Netflix is testing new search technology that is powered by OpenAI, according to a Bloomberg report.
The artificial intelligence search engine helps subscribers find TV shows and movies beyond simply looking by title, genre or actor.
Instead, it uses “far more specific terms, including the subscriber’s mood,” said the Bloomberg report. It will then recommend options from the Netflix’s catalogue.
Bloomberg said that some customers in Australia and New Zealand can already use the tool, which is only available on iOS devices. The test will soon expand to several markets, including the US.
Netflix has long used artificial intelligence and machine learning to power its recommendation algorithm, but the OpenAI search function would take this much further.
Netflix spokesperson MoMo Zhou confirmed to The Verge that the Bloomberg’s story is accurate. Zhou said that the test will expand to the US “in the coming weeks and months” and that there aren’t currently plans for the feature outside of iOS.
You are not signed in
Only registered users can comment on this article.
Canal+ launches AI-powered content search with OpenAI
To enable users to find content through natural language queries, the Canal+ app will roll out a search function powered by OpenAI technology in June 2026.
Documentary Film Council appoints Mandy Chang as CEO
The UK’s Documentary Film Council has named Mandy Chang as its first Chief Executive.
Head of Eurovision broadcaster ORF resigns
The Director General of Austrian national broadcaster ORF has resigned over allegations of sexual harassment, two months before the network is due to host the Eurovision Song Contest.
Sound body AMPS calls out impact of noisy LED film lighting
The Association of Motion Picture Sound (AMPS) has called on manufacturers and productions to consider the impact of noisy high-output LED film lighting on capturing performance on set.
BBC garners 47 nominations for Royal Television Society Programme Awards 2026
Ahead of the RTS Programme Awards 2026 on Tuesday 24 March, the BBC has received 47 nominations – leading the way across the 29 categories.
