Netflix is testing an AI-powered search engine to improve your recommendations.
OpenAI is providing its support.
Netflix has begun testing a new AI-powered recommendation feature that will be available for iOS users in Australia and New Zealand. This enhancement to the recommendation experience will allow users to request title suggestions based on their mood or any other criteria they wish to set.
Although Netflix already uses AI algorithms to recommend movies and series, this new functionality is being implemented in collaboration with technology from OpenAI, the developer of ChatGPT. Currently, the focus is on iPhone users, but it is expected to be available to U.S. subscribers in the coming weeks and months.
The option will initially be voluntary for users. As interest in the use of artificial intelligence in the entertainment industry grows, concerns and criticisms about its impact on creativity also arise. This partly explains the cautious approach Netflix has taken regarding this new recommendation service.
While direct testing of this feature has not yet been conducted, reports suggest that the functionality will offer an experience similar to ChatGPT. Users are expected to be able to make specific requests about their preferences, including genre and setting, resulting in a selection of movies and series curated by artificial intelligence, all available in Netflix's catalog.
In this way, Netflix aims to provide a more personalized and detailed recommendation experience, similar to what AI bots offer in the entertainment sector.