April 14, 2025: Netflix is rewriting the way we search for content — and this time, it’s powered by artificial intelligence. The streaming giant has quietly begun testing a groundbreaking new AI search feature that helps users discover shows and movies based not just on titles or genres, but on how they feel. Want something “heartbreaking,” “funny and fast-paced,” or “dark with a twist”? Netflix’s new tool is built to deliver exactly that.
According to Bloomberg, the company is experimenting with this next-gen feature in Australia and New Zealand, offering a limited number of iOS users early access. And in an unusual twist, Android users — who typically get first dibs — will have to wait this one out.
Behind the curtain, this search functionality is reportedly powered by OpenAI, the same technology fueling ChatGPT. It’s trained to interpret natural language queries, allowing users to search with descriptive phrases and emotional cues. Think of it as having a conversation with your streaming service.
Mood Matchmaker: Netflix’s AI Search Is Here
So instead of typing in the name of a movie or scanning endless genre menus, you could simply type: “I want a feel-good series with quirky characters” — and Netflix’s AI will serve up personalized picks, making content discovery faster, smarter, and more intuitive.
This experiment marks yet another step in Netflix’s deeper investment into AI-driven personalization. While the platform already uses algorithms to recommend content based on your watch history, this new tool dives deeper into context, mood, and intent — a move that could give it an edge in the increasingly competitive OTT landscape.
While the feature is still in early testing, there are rumblings that it may expand to more countries — possibly including the U.S. — though Netflix hasn’t confirmed a timeline yet. If successful, the tool could reshape how audiences search for content not just on Netflix, but across all major streaming platforms.
As the OTT Platform explores new frontiers in AI and user experience, one thing’s clear: the way we find our next binge-watch may never be the same.