Netflix confirmed Thursday it will introduce a conversational AI search feature to help subscribers discover content more efficiently. The streaming giant is leveraging OpenAI technology specifically trained on its catalog to enable natural language queries within its mobile application.
The AI-powered search function, currently in beta testing, allows users to describe what they want to watch using everyday language rather than requiring specific titles or actor names.
When users begin typing in the search box, the system will display suggested queries at the bottom of the screen. Subscribers can either select one of these suggestions or enter their own specific request — such as asking for “funny and upbeat” content.
The feature then generates personalized recommendations based on the query, with options to add selections to watchlists or begin immediate playback.
This integration represents a targeted implementation of generative AI technology rather than a full ChatGPT experience. The company emphasized during a recent media event that the tool is designed specifically for content discovery within the Netflix ecosystem.
The AI search functionality will remain opt-in, requiring users to enable it through application settings once available in their region.
Alongside this AI integration, Netflix announced a significant UI redesign for its TV application featuring streamlined top menus, fewer title cards, and larger focus tiles for highlighted content.
The conversational AI feature will be exclusive to mobile platforms, where typing or speaking queries is more practical than on television interfaces.
While the company has only shown iPhone screenshots of the feature in demonstrations, the functionality is expected to reach Android devices as well.
In addition to AI search, Netflix revealed plans to test a vertical feed format in its mobile application in the coming weeks. This TikTok-inspired interface will allow users to scroll through trailers and clips from Netflix programming, offering another discovery mechanism beyond traditional browsing.
Both features aim to address the “endless scrolling” problem that affects many streaming platforms by providing more intuitive content discovery methods.
The global rollout timeline for both the AI search feature and vertical feed remains unspecified, with availability likely to vary by region.
