Netflix confirmed a partnership with OpenAI to develop an AI-powered search feature that aims to solve one of streaming’s most persistent challenges — decision paralysis.
The streaming giant is testing a new search function that allows subscribers to find content using natural language queries based on mood and specific preferences, going well beyond traditional genre or actor-based searches.
Initially launching as an opt-in beta test in Australia and New Zealand, the feature will expand to U.S. subscribers “in the coming weeks and months,” according to Netflix spokesperson MoMo Zhou.
“It’s early days for the feature and we’re really in a learn and listen phase for this beta,” Zhou told The Verge.
The OpenAI collaboration, first reported by Bloomberg, represents a significant evolution in how viewers might interact with the platform’s vast content library.
Currently, the feature is available exclusively on iOS devices, allowing iPhone and iPad users to utilize the AI-powered search before potentially continuing their viewing on larger screens.
The technology aims to address the notorious “endless scrolling” phenomenon that plagues streaming services, where viewers spend excessive time browsing options rather than actually watching content.
While not explicitly branded as ChatGPT integration, the search functionality appears similar to OpenAI’s ChatGPT Search product, suggesting capabilities far more sophisticated than Netflix’s current search tools.
This development comes as streaming platforms increasingly look to artificial intelligence to enhance user experience and reduce the friction between browsing and viewing — potentially solving a problem that has persisted since streaming’s inception.
The feature could eventually transform how subscribers discover content across Netflix’s extensive catalog, allowing for queries based on specific moods, themes, or plot elements rather than relying on the platform’s algorithmic recommendations alone.
