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.
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