Netflix has officially launched its new AI-powered search feature, offering subscribers a conversational way to discover content using natural language prompts. Announced at the company’s tech and product event, the feature is powered by OpenAI’s ChatGPT and allows users to describe what they’re in the mood for using everyday language, such as “something light and funny” or “a thriller that’s scary, but not too scary.”
Rolling out this week as an opt-in beta on iOS, the tool has already been quietly tested in Australia and New Zealand. Netflix also revealed plans to use generative AI to localize title cards and enhance personalization, alongside a mobile short-form feed and redesigned TV homepage.
