AI Search Engine Powered by OpenAI; Netflix Begins Testing

The technology developed by OpenAI is rapidly expanding. Netflix will soon employ it to power its search feature, which will help customers find movies and television series based on a variety of criteria, including their moods. In the upcoming weeks and months, the feature—which will only be accessible on iOS—will be tested in the United States.

Even though you’re not the only one who has ever spent more time perusing Netflix than actually viewing anything. Netflix is trying to find a solution because it understands how painful choice paralysis can be. However, the giant of streaming services has come out to say it has started testing a new artificial intelligence (AI) feature for its platform, which will replace the current search function on the platform. According to the report, Netflix is testing an AI-powered search engine that will allow users to search for content using more specific terms and is currently available to a select group of users in Australia and New Zealand, with the possibility of expanding it to other regions in the months to come. The feature is reportedly powered by OpenAI’s AI models.

A Bloomberg article claims that the streaming giant service has begun testing the AI-powered search function with a small group of Australian and New Zealand users. According to reports, the function aids users in finding certain titles as well as discovering material.

For instance, the new search function may surface material based on a user’s mood which in order to help you locate the ideal show using precise criteria, such as how you’re feeling, the firm is piloting a new AI-powered search engine. This implies that you may soon be able to utilize natural language in your search phrases rather than typing in titles or scrolling through many genres. For instance, to obtain immediate, customized results, say something like “I need a cozy night in a movie” or “Show me something to cheer me up,” putting in “Happy” may return comedies or feel-good titles, while entering in “sad” may return something akin to gritty dramas, though it’s unlikely that most people would want to feel even more down.

Users will probably be able to utilize natural language queries to search for information because it is driven by OpenAI’s generative AI algorithms.

Although no specific models were mentioned, Netflix informed the publication that OpenAI’s AI models are the source of the new AI search feature. According to reports, the new feature will allow users to search for movies and television series using “far more specific terms,” like their mood. The streaming platform will then propose items from its collection.

Netflix’s utmost goal is to make searching seem much less like effort and more like conversation.

With more than 300 million members, Netflix has long been at the forefront of AI use, from its dynamic thumbnails to tailored suggestions. However, this new function goes a step farther and is being driven by OpenAI. With aspirations to launch in the United States shortly, it is presently undergoing testing in Australia and New Zealand.

Selected users are presently testing the functionality in Australia and New Zealand. At the moment, Netflix’s AI search is limited to its iOS app. There are presently no plans to extend the functionality beyond the iOS app, according to Netflix spokesman MoMo Zhou, who talked to The Verge. According to reports, the streaming platform is modifying the AI function in response to testers’ input.

In the upcoming weeks or months, Netflix intends to bring the AI search function to a number of more markets, including the US, according to the source. Whether India is included in these markets is unknown. Notably, Netflix has been exploring AI to help in filmmaking and to enhance the product.

Netflix added multilingual audio capabilities to its TV app earlier this month. Users will be able to see films and television series from its library in any language thanks to this.

The search function seeks to comprehend your intention and emotional state, in contrast to conventional searches based on titles, performers, or genres. That may be revolutionary, particularly for customers who are overloaded with Netflix’s vast collection of material.

Netflix claims that its mood-based search is the first of its kind, putting it ahead of the competition. Currently, the feature is being tested on iOS devices only and is opt-in, so users can choose whether to try it. However, when it launches widely, expect it to hit all devices, including Android. Amazon Prime Video and Disney+ have also leaned into AI to improve their recommendation systems. Amazon, for example, uses machine learning to analyze viewing habits and ratings.

It was recently announced that the number of individuals utilizing ChatGPT and other OpenAI technologies was closing in on one billion. CEO Sam Altman estimated roughly 10% of the world’s population were users, which would be around 800 million individuals. Thanks to ChatGPT’s upgraded picture generator, the firm has witnessed a recent surge in use, resulting in an abundance of AI graphics in the manner of Studio Ghibli.