Netflix rolls out its ChatGPT-powered AI search tool

Ken Metral

07 May 2025 — 2 min read

Credit: Netflix, Inc.

Netflix is officially rolling out a new AI-powered search experience that allows users to discover content using natural language prompts. The feature, powered by OpenAI’s ChatGPT, was unveiled during the company’s tech and product event on Wednesday, following recent hints during its earnings call.

Conversational Search, Built for Streaming

Rather than relying on traditional keyword-based search, Netflix’s new tool enables users to find shows and movies by describing what they feel like watching. For example, a viewer could type:

“I want something scary, but not too scary, and maybe a little bit funny, but not haha funny.”

The system then interprets the request and returns personalized recommendations, simulating a conversational discovery experience similar to interacting with a chatbot.

The new search experience will initially roll out as an opt-in beta for iOS users starting this week. A limited number of subscribers in Australia and New Zealand have already had early access to the feature.

AI Adoption Grows Across Streaming

Netflix is joining a growing list of streaming platforms using generative AI to improve content discovery. Amazon’s Fire TV offers a voice-based AI search experience, while Tubi previously tested a ChatGPT-powered search tool to suggest titles based on user prompts—though it was later discontinued, likely due to limited usage.

Whether Netflix’s implementation will gain lasting traction remains to be seen. The company is betting that AI can make it easier for users to find content that matches their mood and preferences, especially as its catalog continues to grow.

More AI and UX Updates Ahead

Alongside the new search tool, Netflix also shared that it plans to use generative AI to update title cards in subscribers’ preferred languages, making browsing more personalized and visually intuitive.

Other updates announced at the event include:

A new short-form video feed for mobile users
A redesigned TV homepage aimed at improving navigation and engagement

The Future of Streaming is Conversational

As streaming platforms look for new ways to keep viewers engaged, Netflix’s move toward AI-driven personalization signals a broader trend in the industry. If the new search tool proves popular, it could pave the way for even deeper AI integration—from content recommendations to interactive viewing experiences.

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