Netflix Testing OpenAI Search On Its Service

Netflix is expanding its use of artificial intelligence as Bloomberg reports that the streaming giant is testing new search technology for subscribers that will employ AI from ChatGPT creator OpenAI.

This OpenAI-powered search engine lets customers look for shows using much more specific terms than before and can make recommendations on things like the subscriber’s mood.

The aim is to go beyond traditional criteria like genre or actor names. The feature is currently available as an opt-in on iOS devices in Australia and New Zealand with those users essentially beta testing the project.

Netflix spokesperson MoMo Zhou says that the test will expand to the US “in the coming weeks and months” but, so far, there are no plans to expand the feature outside of iOS – locking it to essentially iPhones and iPads and not Apple TVs, Rokus or assorted Amazon, Google or Windows phones and devices.

Zhou adds: “It’s early days for the feature and we’re really in a learn and listen phase for this beta”. Netflix has already been using AI for its recommendations for many years, but this will expand that.

Netflix also recently partnered with Microsoft to enhance its advertising services and potentially use OpenAI’s capabilities for content experiences that are more personalised.

Source: The Verge

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