Netflix Trials OpenAI-Powered AI Search to Recommend Shows by Keywords & Mood

Netflix Inc. is piloting an AI-powered search tool designed to help subscribers discover shows and movies using more nuanced, conversational prompts.

Powered by OpenAI technology, the new feature allows users to search based on specific criteria—such as mood or theme—rather than relying solely on genres or actor names.

Currently available to select users on iOS devices in Australia and New Zealand, the test will soon expand to additional markets, including the US, the company said.

While Netflix has long leveraged artificial intelligence for personalised recommendations, this marks a broader push into AI-driven user experiences that aim to make content discovery more intuitive and engaging.

Netflix Experimenting with AI Tech

Netflix has been actively exploring broader applications of AI across its operations, from internal workflows to elements of content production.

Co-CEO Ted Sarandos has emphasized that while AI can enhance the filmmaking process, it is not intended to replace creative professionals such as writers and actors.

Still, the company remains mindful of growing industry concerns that AI could be used to cut jobs and streamline costs at the expense of human talent.

Unlike its usual approach of rolling out new features by default, Netflix is taking a more cautious path with this AI-powered search tool—offering it only to subscribers who opt in, a sign of its sensitivity to the broader conversation around AI’s role in entertainment.