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After teasing a new AI-powered search experience during its last earnings conference, Netflix formally introduced the feature at its tech and product event on Wednesday.
This new search experience will employ OpenAI's ChatGPT to provide consumers a conversational discovery experience. Users can specify their preferences using simple words like "I want something funny and upbeat" or more specific requests like "I want something scary, but not too scary, and maybe a little bit funny, but not haha funny."
The capability will be available to iOS users as an opt-in beta starting this week. Bloomberg reported last month that some users in Australia and New Zealand already have access to it.
Other streaming rivals are also using generative AI for search. For example, Amazon offers an AI voice search experience on Fire TVs that replies to open-ended questions regarding TV episodes and movies. A more direct similarity is Tubi's ChatGPT-powered search tool, which answers content-related inquiries and recommends movies based on a user's unique request.
However, Tubi eventually canceled the feature, most likely due to minimal uptake. It's unclear whether Netflix's new service will suffer similar hurdles.
Furthermore, at the technology and product event, the business announced plans to employ generative AI to update title cards in customers' favorite languages.
Other additions announced on Wednesday include a short-form video stream for mobile users and a makeover of the TV site.
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