Netflix Begins Testing AI-Powered Search Tool in Partnership with OpenAI

Netflix is taking a step into the future of content discovery with the rollout of a new AI-driven search tool — and OpenAI, the creators behind ChatGPT power it.

According to Bloomberg, the streaming giant has begun testing the feature with a select group of users in Australia and New Zealand. Currently available only on iOS, the tool aims to make searching for shows and movies much more intuitive.

Instead of relying solely on traditional filters like title, genre, or actor, the new AI search allows users to type in natural, conversational queries, even based on mood. Whether you’re “in the mood for a feel-good romcom” or “looking for something suspenseful but not too dark,” the AI will work to deliver recommendations that match your vibe.

While AI isn’t new to Netflix, it’s already used to power personalized recommendations. This marks a significant evolution in how users interact with the platform.

Despite the growing adoption of AI, Netflix has previously addressed concerns from the creative community, assuring that AI will not be used to replace writers, directors, or actors.

Currently in its beta phase, the feature is opt-in only and limited to a small test group. Netflix plans to expand testing to the U.S. and other markets in the near future.

As the platform continues to evolve, this new search function could eventually become a powerful tool for navigating its vast content library — no more endless scrolling or hopping between apps to find what you’re looking for.