After hinting at a brand new AI-powered search expertise throughout its current earnings name, Netflix formally unveiled the characteristic at its tech and product occasion on Wednesday.
This new search expertise will make the most of OpenAI’s ChatGPT to offer customers with a conversational discovery expertise. Customers can enter their preferences utilizing pure phrases like “I need one thing humorous and upbeat” or much more detailed requests, akin to “I need one thing scary, however not too scary, and perhaps a little bit bit humorous, however not haha humorous.”
The characteristic is about to roll out this week to iOS customers as an opt-in beta. Some subscribers in Australia and New Zealand have already had entry to it, as reported by Bloomberg final month.
Different opponents are additionally leveraging generative AI for search. As an example, Amazon has an AI voice search expertise on Fireplace TVs that responds to open-ended inquiries about TV reveals and flicks. A better comparability is Tubi’s ChatGPT-powered search device, which answered content-related questions and steered films primarily based on a person’s particular request.
Nonetheless, Tubi later discontinued the characteristic, most likely due to low adoption. It stays to be seen whether or not Netflix’s new characteristic will face comparable challenges.
Moreover, on the tech and product occasion, the corporate talked about plans to make use of generative AI to replace title playing cards in subscribers’ most popular languages.