Netflix is set to significantly improve the way users search for content. According to information from Bloombergua The Verge streaming giant is testing a new search feature powered by technology from OpenAIThe new system is intended to allow for a much more natural search. Users will not only have to enter actor names or genres, but will be able to search based on their mood or specific situation, for example.
Netflix spokesperson MoMo Zhou confirmed that testing is already underway on iOS devices in Australia and New Zealand. The feature is expected to expand to the US in the coming weeks and months, although it is currently only in testing and only on iOSThere is currently no information on whether and when the new feature will be available on other platforms. The new search is supposed to be completely voluntary and users will be able to turn on the feature themselves.
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Generative AI is the next step in Netflix's efforts to improve content recommendations. In the past, the platform used AI to make suggestions based on previous viewing, but now it wants to move closer to a natural dialogue with the user. If AI search proves successful, it could be as revolutionary as personalized recommendations themselves. In addition, Netflix is planning a major redesign of the home screen in the TV app. For the first time in more than a decade.
