Unlocking the Future: Netflix Introduces AI-Powered Search Tool to Transform Your Viewing Experience | TechCrunch

Netflix has officially introduced a new AI-powered search experience, enhancing how users discover content. This feature, revealed during a recent tech and product event, uses OpenAI’s ChatGPT to make searches feel more like a conversation.

Instead of simple keywords, users can express their preferences with natural phrases like “I want something funny and upbeat” or “I want something scary, but not too scary, and maybe a little funny, but not over-the-top.”

Starting this week, iOS users can join an opt-in beta for the feature. Some subscribers in Australia and New Zealand have already tried it, as reported by Bloomberg.

Netflix isn’t the only streaming service exploring AI in search. For example, Amazon offers an AI voice search on Fire TVs, allowing users to ask open-ended questions about shows and movies. Tubi also attempted a ChatGPT-powered search tool that responded to specific queries but eventually discontinued it due to low usage. It remains to be seen if Netflix’s new feature will face similar hurdles.

In addition to enhancing the search experience, Netflix plans to use generative AI to update title cards in users’ preferred languages, making content more accessible.

Recent Trends and Reactions:
According to a survey by Deloitte, about 50% of consumers are interested in AI-driven personalized experiences in streaming. This trend indicates a growing expectation for services to use technology to tailor recommendations.

As streaming platforms continue to innovate, user engagement will be crucial. Success hinges not only on technology but also on understanding viewer preferences. Given the competitive landscape, Netflix’s new approach could redefine how subscribers engage with content, but user adoption will ultimately determine its effectiveness.

For further insights on AI in streaming, you can check out this report.

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