Netflix launches description search based on OpenAI technology
The platform is testing a new search feature that allows you to phrase queries like a conversation — without exact titles or genres. It works on the basis of generative AI
The platform is testing a new search feature that allows you to phrase queries like a conversation — without exact titles or genres. It works on the basis of generative AI
Netflix has a feature that allows you to search for movies and TV shows using regular words, just like in a chat. For example, instead of searching for "comedy," you can type "I want something light and fun for the evening." As ZDNET reports , the technology is built on a generative model from OpenAI, the same one that underlies ChatGPT.
The new search feature first appeared on iOS in beta testing. It is available only to selected users who have agreed to participate in early access. The company has already announced a gradual expansion of the feature to other devices. The goal is to make content navigation more convenient, especially considering that Netflix has thousands of titles and filtering is only available by genre.
This approach is part of a general trend in the industry. For example, Google has already integrated Gemini into its TVs in place of Google Assistant, and Tubi is launching a similar search feature by description as early as 2023.
If your device doesn't have such a search yet, no problem. Users have long adapted ChatGPT to select movies: just write something like "find me a romantic comedy from the 2000s that is available on Netflix in the US."
However, not everyone is willing to pay for AI. According to a ZDNET-Aberdeen study, only 8% of Americans are willing to pay extra for such features.
However, OpenAI itself is showing a high willingness to invest: the company recently paid $3 billion to buy the startup Windsurf. OpenAI is close to merging with a company that creates tools for developers and programmers based on AI.
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