Netflix's search feature may soon receive an enhancement with AI, which appears to be a promising development.

      There’s a common joke in the streaming realm: by the time you decide what to watch, the snacks are gone, or the mood has faded. Netflix even introduced a feature called “Play Something” to tackle the endless scrolling through their catalog. However, a significant part of the issue is the platform's poor search functionality.

      For years, users have voiced their frustrations about the algorithmic recommendation system's tendency to show the same titles repeatedly, while the absence of a proper sorting and filtering system exacerbates the problem. Additionally, the categories system can feel quite overwhelming.

      Thanks to AI, Netflix’s search tool may soon improve its reputation. According to Bloomberg, the service is experimenting with an AI-driven redesign of the search tool, which will allow users greater flexibility in their queries to discover films and TV shows that match their preferences.

      What changes might AI bring to Netflix search?

      “The OpenAI-powered search engine enables users to search for shows using much more specific terms, including the user's mood, for instance, the company stated,” according to the Bloomberg report. “It will then suggest options from the company’s library.”

      Netflix has begun testing the AI-enhanced search feature in Australia and New Zealand. A company representative informed The Verge that it plans to broaden the beta testing to the U.S. market in the “coming weeks and months.”

      Currently, this limited testing of the updated search tool is exclusive to iOS, with no indication of when or if it will be available on the web or Android. However, Netflix is already experienced with AI.

      In fact, the company maintains a public dashboard detailing how it employs machine learning technology across its entire service. Search is a vital component in these efforts.

      Why am I looking forward to it?

      In a report released in 2022, the company outlined its attentive approach to tracking what users click on and browse at any given time, as well as how long they engage with any TV show or film.

      Using these behavioral patterns, the search system identifies users' interests at a specific moment and suggests options in the search bar dropdown even before they begin typing.

      That method sounds promising, but Netflix also emphasizes that it relies heavily on its internal recommendation system to curate search results. Essentially, the algorithm has substantial control over the search process rather than allowing users to direct it.

      This is where AI, with its natural language capabilities, becomes relevant. Rather than restricting users to searches by titles or genres, which leads them to scroll through extensive lists, they could simply describe their mood or viewing desires in the search field.

      Can you imagine engaging in a dialogue with an AI to find the perfect show to watch?

      So far, my experiences with AI tools like Gemini Live have been quite fulfilling, and I hope Netflix will provide a similar experience with its AI-driven search tool soon. In the meantime, I look forward to AI making it simpler to discover what's new and what will soon be leaving Netflix, among other detailed searches.