Netflix wants to convert the content search experience with artificial intelligence. The company has started to test the new search feature developed by using OpenAI technology. This innovation is the potential to change users’ habits of finding content. The first trials are limited to iOS users in Australia and New Zealand.
Netflix’s new search system is separated from classic filtering methods. Users can search not only by the name of the film or the player, but also with more abstract concepts such as mood or expectation. For example, queries such as “an immersive and surprising finite film” or “enjoyable and short series” are possible. This feature works with an OpenAI -supported natural language processing model.
Netflix is taking steps for personalized search with OpenAI
This new search experience is not a completely new approach for Netflix. The company has been taking advantage of machine learning and artificial intelligence for a long time in suggestion systems. However, for the first time, a solution in which artificial intelligence is active in the search engine is being tried. With this feature, Netflix aims to make users find content more flexible and natural.
Netflix spokesman Momo Zhou confirmed his work to Bloomberg and The Verge. Zhou said that this feature is at a very early stage. However, he said that the first feedback will be collected and the development process will be shaped. In the USA, these tests will begin in the coming weeks.
On the other hand, the new search experience is now tested only on the iOS platform. There is no plan for Android users or desktop platforms. In any case, this limitation can be expected to be removed in the future. A global calendar is not shared for Netflix’s new search engine.
In addition to all these, there is no official statement on the OpenAI front. It is not clear how directly the company contributes to this project. However, considering the ability of artificial intelligence to understand and produce natural language, it is estimated that OpenAI is at the center of this process. For now, the details of the technical cooperation between the two companies are kept confidential.
Netflix’s co -CEO Greg Peters had previously shared his visions on artificial intelligence. Peters reminded that the platform has actively use artificial intelligence and machine learning technologies for many years. According to him, the aim is not only to improve content recommendations, but also to completely transform the user experience. This new search feature is considered part of this approach.
However, the new search experience brings some questions. Especially how user data are processed and stored. Netflix, OpenAI with the policy of data sharing is not clarified. The privacy of users’ queries with natural language is another remarkable element at this point.
However, the advantages of artificial intelligence in the discovery of content seem indisputable. To propose content according to users’ mood, desire or expectation is a much more flexible solution than classical search methods. How Netflix’s first trial in this direction will be met can directly affect its future plans.
Netflix’s OpenAI -supported search engine is a candidate to redefine the content finding experience. It will be clear over time whether the company will bring this project to a wide audience. User feedback will be decisive in the fate of this artificial intelligence -oriented search system. Netflix, content discovery of a new era will be closely monitored.