Netflix revolutionizes search with AI: key alliance with the creators of ChatGPT

Netflix  advanced in improving its search engine through a partnership with OpenAI, the company behind ChatGPT. This collaboration enabled the development of a feature based on  generative artificial intelligence,  designed to facilitate more intuitive and accurate searches within the platform.

According to Bloomberg, tests began in countries like Australia and New Zealand. For now, this feature is only available on iOS devices.

A leap in personalization: more natural and detailed searches

Unlike the traditional system, which focused on titles, genres, or actor names, the new search engine incorporates natural language. This enables more complex queries,  such as suggestions based on the user's mood or specific preferences.

For example, it will be possible to write phrases like "I want a short series to watch tonight that makes me laugh" and get appropriate recommendations,  thanks to the AI's ability to interpret the viewer's intent.

This advancement represents a significant change from Netflix's current recommendations, which are based on algorithms that analyze viewing history to show related content.

AI on Netflix: a path already underway

Although this integration with OpenAI is a novelty, Netflix was already using artificial intelligence on its platform.  Its famous recommendation algorithm works by analyzing each user's behavior, offering content they might like.

With this new feature, the system will not only respond to what has been watched but also to how searches are expressed, expanding the scope of personalization.

Tests in Oceania and an expansion on the way

For the moment,  the tool is only active as a test for some users in Australia and New Zealand.  It is limited to devices with iOS, although  it is expected that, after this testing phase, the feature will expand to other markets and operating systems, such as Android, web, and TVs.

Netflix has not yet announced an official date  for its global implementation, but  the anticipation for this evolution in user experience is already generating interest worldwide.