Netflix is secretly testing a new AI-based search engine developed to transform how users search content on its platform, according to the latest report.
The feature uses OpenAI’s technology to allow search queries, such as finding content based on a viewer’s mood or specific emotional tone. However, it is currently available to a limited set of users in Australia and New Zealand.
Netflix Trials AI Search Engine
According to the latest report, the new AI functionality goes beyond traditional keyword-based search. It allows users to interact with the platform more conversationally and intuitively.
Netflix confirmed that the AI tool is being tested exclusively on its iOS app. While the company has not specified which OpenAI model the system uses, the integration will enhance personalization and user engagement.
Netflix spokesperson MoMo Zhou said in the interview that there are currently no plans to expand the tool beyond the iOS ecosystem, though the company is considering a rollout in the coming months.
Just weeks ago, the company introduced multilingual audio support for its TV app. Further, it shows its commitment to global accessibility and user-centric innovation.
By integrating AI into core user experiences, Netflix is showing a transformation toward more immersive and tailored entertainment journeys.
