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May 9, 2025
Streaming giant Netflix is integrating a new search function based on OpenAI's ChatGPT technology. This allows users to search for content using natural language. Instead of entering titles or keywords, users can now use phrases like "I want something funny, but not silly." The new search function will initially be introduced as a beta version on iOS devices. Initial tests are already underway in Australia and New Zealand.
Netflix has also announced plans to automatically translate title cards into users' preferred languages. Further updates include a redesigned video homepage and a vertical short-video feed for mobile devices.
The integration of ChatGPT into Netflix search marks a significant step in the development of content discovery on streaming platforms. Previous search functions were mainly based on entering exact titles or keywords. The new AI-powered search promises a more intuitive and personalized experience. Users can express their wishes and preferences in natural language and receive appropriate suggestions.
The new search function offers users several advantages:
Expanded Search Options: Searching for content becomes more flexible and precise. Users can formulate complex search queries and thus find the desired content faster.
Personalized Recommendations: The AI learns the users' preferences over time and can thus make increasingly suitable recommendations.
Improved User Experience: The intuitive operation of the natural language search simplifies navigation and increases comfort for users.
The introduction of the AI-powered search is initially limited to iOS devices. However, Netflix has already announced that the function will be made available on other platforms in the future. It remains to be seen how the new technology will affect user behavior and content usage. Experts assume that AI-based search functions will play an increasingly important role in the streaming sector in the future.
In addition to the new search function, Netflix has announced further updates to improve the user experience. This includes the automatic translation of title cards, which allows users to browse content in their preferred language. The redesigned video homepage and the vertical short-video feed are also intended to facilitate navigation and content discovery.
With the introduction of the ChatGPT-based search and other innovative features, Netflix underlines its claim to help shape the future of streaming. The AI-powered search promises a more personalized and intuitive user experience and could fundamentally change the way we consume content. It will be exciting to see what further developments follow in this area.
