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April 15, 2025
Netflix is experimenting with a new search function based on Artificial Intelligence (AI) from OpenAI. The goal is to make it easier for users to find suitable movies and series and to offer a more personalized streaming experience. The feature is currently being tested with a limited number of users in Australia and New Zealand.
The new AI-powered search is intended to go beyond the previous search options, which are limited to titles, genres, actors, or directors. In the future, users should also be able to search based on their mood. For example, they could find movies or series that are happy, sad, exciting, or relaxing. The search should be possible via voice input.
Although neither Netflix nor OpenAI have released official details about the functionality of the new search feature, it is suspected to be based on a Large Language Model (LLM). Sudarshan Lamkhede, an AI researcher at Netflix, confirmed the use of the technology in a LinkedIn post. In a recently published blog post by Netflix AI experts, the development of a base model for recommendations using semi-supervised learning was discussed. This model should be able to comprehensively process user interactions and thus generate personalized recommendations.
The use of AI is not new for Netflix. The algorithm that suggests recommendations to users based on their viewing history and ratings is already based on AI. However, the application of AI in the film industry is a sensitive topic, particularly raising concerns among creatives such as screenwriters and actors. Netflix emphasizes that AI is not intended to replace human creativity.
The integration of AI into the search function could significantly improve the user experience at Netflix. By expanding the search options and the ability to search by mood, users could find suitable content more quickly and easily. If the test phase is successful, an expansion of the feature to other countries and platforms is likely. Netflix could further strengthen its position as a leading streaming provider and offer an even more personalized entertainment experience. Developments in the field of AI-powered search and recommendation systems remain exciting and will significantly influence the future of streaming.
Mindverse, a German company, offers an all-in-one content platform for AI texts, images, research, and more. As an AI partner, Mindverse develops customized solutions such as chatbots, voicebots, AI search engines, and knowledge systems for companies. Mindverse's expertise in the field of artificial intelligence could also be of great interest to companies in the entertainment sector, such as streaming providers.
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