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.
JustWatch to launch own streaming service
Reports say that JustWatch Group, which operates the world’s largest streaming guide, will launch its own streaming service, called JustWatch TV, in October.
.jpg)
CBC/Radio Canada picks Dalet
CBC/Radio-Canada has selected Dalet to modernise its news operations across Canada.
 (1).jpg)
Evergent wins API Gold from TM Forum
Evergent has achieved Gold status in TM Forum’s Open API Conformance Certification programme, advancing from the Silver status earned in the first quarter of 2026.
Dutch telco Odido picks Synamedia Go
Odido, a telecoms operator in the Netherlands, has selected Synamedia Go to support its TV streaming service.
Zixi extends integration with TAG Video Systems
Zixi and TAG Video Systems have announced an extended integration that enables Zixi’s live video delivery and orchestration software platform to leverage TAG’s content matching technology.
 (1).jpg)
.jpg)