Netflix Tests OpenAI-Powered Mood-Based Search Feature

Netflix is testing a new OpenAI-powered search

Netflix is starting to test search that's powered by OpenAI, according to Bloomberg. The new search engine will let users "look for shows using far more specific terms, including the subscriber's mood, for example, the company said," per the report. This OpenAI-powered search will also allow users to make queries that "go well beyond genres or actors' names." The feature, which is opt in, is already available for some users to try in Australia and New Zealand on iOS. Netflix spokesperson MoMo Zhou confirmed to The Verge that Bloomberg's story is accurate. Zhou says that the test will expand to the US "in the coming weeks and months" and that there aren't currently plans for the feature outside of iOS. "It's early days for the feature and we're really in a learn and listen phase for this beta," Zhou says. OpenAI didn't immediately reply to a request for comment. In an interview on the Decoder podcast last year, The Verge's editor-in-chief, Nilay Patel, asked Netflix co-CEO Greg Peters about how the company was thinking about AI. Here was part of his response: We have a long history of using machine learning and artificial intelligence in our recommender systems. We've been doing that for 20-some years. Again, we think that our job is to be proactive about understanding where there's technical innovation. How do we use that both to serve creators, allow them to tell their stories in more compelling ways, and also then to serve our members better user experiences?

Netflix is reportedly testing a search function powered by OpenAI

It's currently being tested in Australia and New Zealand, Bloomberg says. Netflix has started testing a new search feature powered by OpenAI that can help customers find movies and shows to watch, according to Bloomberg. The streaming service has reportedly given select users in Australia and New Zealand the option to use the tool. It will allow users to search for terms other than a specific show's title, an actor's name or the genre they want to watch. Bloomberg says it will give them a way to search for content using more specific terms, like their mood. Presumably, that means the service can surface dramatic shows for a search query that says "sad," and seeing as it's powered by generative AI, users will most likely be able to use natural language in their search terms. As the news organization notes, Netflix already uses artificial intelligence for some of its existing features, such as learning user's preferences based on their viewing history to recommend titles they're more likely to watch. And it's looking for more ways to use the technology. At the moment, OpenAI-powered searches are only being tested in the two countries, but Netflix reportedly has plans to expand its testing to more markets, including the United States. The company has history of rolling out features to Android users first before making them available on iOS. This time, however, the feature is currently accessible on iOS devices only, and it's unclear if the next test markets will be able to access it on Android.

Netflix is testing AI search powered by OpenAI

In brief: OpenAI's technology is spreading far and wide. Soon, it will be used by Netflix, powering the streaming service's search function to help users discover shows and movies based on specific factors, including their moods. The feature will be tested in the US in the coming weeks and months, though it will only be available on iOS. Netflix's feature, powered by OpenAI's technology, will go beyond the usual fare of allowing users to search for content on the platform by their titles, actors' names, or genres, writes Bloomberg. The new search feature can, for example, surface content to match a person's mood, so typing in "Happy" might show comedies or feel-good titles, while "sad" could offer something along the lines of gritty dramas - though it's hard to imagine most people wanting to feel even sadder. As it's powered by OpenAI's generative AI systems, it's likely that users will be able to search for content using natural language queries. Typing the line, "I'm in a sad mood, recommend a movie to match this level of ennui" into ChatGPT offers suggestions that include Lost in Translation, Eternal Sunshine of the Spotless Mind, Her, and Anomalisa, a stop-motion film about crippling loneliness and the fleeting nature of connection that is both existential and quietly brutal. Maybe don't watch that last one if you're already sad to the point of depression. Netflix currently uses AI for some of its existing features, such as learning user preferences based on their history to recommend titles they're likely to watch and enjoy. Netflix is reportedly testing the AI search feature among select users in Australia and New Zealand, giving them the option to use the tool on iOS. Company spokesperson MoMo Zhou confirmed to The Verge that Bloomberg's story is accurate. Zhou said that the test will expand to the US in the coming weeks and months, and there aren't currently any plans for the feature to be used outside of iOS. "It's early days for the feature and we're really in a learn and listen phase for this beta," Zhou says. It was recently reported that the number of people using ChatGPT and other OpenAI products was closing in on one billion. CEO Sam Altman said around 10% of the world's population were users, which would be over 800 million people. The company has seen a recent uptick in use thanks to ChatGPT's updated image generator, which led to the flood of Studio Ghibli-style AI images.

Netflix might soon suggest shows based on your mood, not just genres

Summary Netflix is testing an OpenAI-powered AI search engine that goes beyond basic search features like titles, actors, and genres. The AI-powered search engine will allow users to find content based on more specific inputs such as mood. The feature is currently being tested in Australia and New Zealand, with plans to expand to the US soon. If there are two things we've seen over and over lately, it's Netflix hiking prices every other day and every service cramming AI into everything. Unsurprisingly, Netflix is no stranger to using artificial intelligence. According to Netflix's Machine Learning research hub, the streaming service uses machine learning algorithms for "various use cases," including content demand modeling, content understanding, trailer and artwork generation, and content creation. While all of these use cases certainly help shape the Netflix experience behind the scenes, they don't exactly come in handy for the average user. For instance, these aren't features you'll notice when you're just trying to find something to watch. Related Netflix prices have slowly crept up over the past 10 years: Here's how much you paid in 2015 vs today How Netflix prices slowly climbed to today's highs Posts 1 Fortunately, Netflix has also been using AI algorithms to recommend new movies and shows based on your viewing history for a long time. Now, the streaming service is allegedly taking this one step further by testing an AI search engine powered by none other than OpenAI. Struggling to find what to watch? Netflix's new feature could fix that According to a report from Bloomberg, Netflix is testing an OpenAI-powered search engine that will use AI to help suggest TV shows and movies with search terms that go beyond the streaming service's current search tools. For instance, at the time of writing, you can search on Netflix using standard features like titles, actor names, genres and subgenres, language, and keywords. If the streaming service doesn't have the exact show you're looking for, it can also surface similar titles based on the show's overall vibe. For example, Netflix removed one of my favorite shows, How to Get Away with Murder, in my region a while ago. If you haven't watched it before, it's a crime/psychological thriller that leans heavily on law and legal drama. When I try to search for it on Netflix now, just by typing "How to get away" in the search bar, the search result was: "Looking for "How to Get Away with Murder"? We don't have that but you might like:" and it suggested similar shows like Suits, The Lincoln Lawyer, Blacklist, and more. Bloomberg's report states that the new search engine will let users search for shows and movies using more specific terms, like their mood. While I haven't gotten the chance to try the feature out for myself just yet, I assume it would be able to suggest titles I'd want to watch if I searched for something like "shows for a sad day." A Netflix spokesperson, MoMo Zhou, confirmed to The Verge that the feature is indeed in its early days and that Bloomberg's report is accurate. At the moment, it's already available for some users to try in Australia and New Zealand. Like many AI features nowadays, users won't be forced to use this feature, since it's opt-in if you want to try it. Unfortunately, it's currently only available to test on iOS devices. But if Netflix decides to proceed with it and the feature makes it out of its testing phase, we're sure it'll eventually make its way to Android devices too. According to The Verge, Netflix has said there currently aren't any plans for the feature outside of iOS, which we assume only applies to the testing phase. The Netflix spokesperson also confirmed that the experimental test will expand to the US in the "coming weeks and months."

Netflix taps OpenAI to power mood-based streaming searches -- here's what that could mean

Netflix is pairing up with OpenAI on a new search function, looking to use AI to better understand your exact viewing intentions. This is according to a report from Bloomberg which stated the streaming giant is looking into a better search ability. This could look into more specific terms, such as searching by moods. Viewers would also be able to use the new search to make queries that "go well beyond genres or actors' names" according to Blomberg. For now, this is an opt-in feature and is only available to select users in Australia and New Zealand and only on iOS devices. This was confirmed in an interview from The Verge with Netflix spokesperson MoMo Zhou who said the test will expand to the U.S. "in the coming weeks and months". She went on to say that there are no current plans for this to roll out past iOS. While Netflix already uses AI, most noticeably to recommend content and build an algorithm around each user, this will be the biggest AI introduction from the streaming brand in a very long time. It is just one of many examples of large companies partnering up with OpenAI and other AI giants to develop their platforms further. Netflix has previously made it clear that while it is looking into developments in the AI space, it doesn't intend to replace actors or filmmakers or use AI to do jobs that humans can do. The company's co-CEO Ted Sarandos has gone on record to say that AI won't replace creative personnel like screenwriters. Back in 2023, many writers and actors went on strike over the potential use of AI in the creation of TV and movies.

Netflix is testing an AI search engine to supercharge your recommendations

Netflix has long used AI algorithms to recommend new movies and shows to its users, but it's now testing an enhanced experience that can suggest titles to watch based on your mood or whatever criteria you choose. As reported by Bloomberg, and confirmed by Netflix to The Verge, the test is live now for iPhone users in Australia and New Zealand. For now, it seems the focus is on iOS, but US subscribers are apparently getting this "in the coming weeks and months". The feature is going to be opt-in for users, at least to begin with, and will be powered by technology from ChatGPT developer OpenAI. As yet we haven't had any official announcement from either Netflix or OpenAI. It's perhaps understandable that Netflix is taking a low-key approach to the new recommendation feature: the use of AI in movies and shows is under an increasing amount of scrutiny, with serious questions being raised about the creative industry. We haven't been able to test this out for ourselves at TechRadar, and there's not much to go off in the reports as yet. Being able to get recommendations based on your mood is really the only detail that's emerged so far. However, given the way movie and show recommendations already work in generative AI bots such as ChatGPT, it's not difficult to imagine the sort of functionality that's heading to Netflix: a more personal, more detailed recommendation experience. You can already ask ChatGPT to recommend movies similar to classic 90s action thrillers, less than two hours in length, and without excessive violence in them and get some decent answers back. Netflix's own version is likely to work in a similar way. In other words, you'll be able to make all kinds of requests in terms of recommendations, from genre to setting, and you'll get a bunch of AI-picked movies and shows back - all available in the Netflix catalog, of course.

Netflix tests out new AI search engine for movies and TV shows powered by OpenAI

OpenAI is powering a new AI search engine for Netflix. Credit: Algi Febri Sugita/SOPA Images/LightRocket via Getty Images Black Mirror may be able to draw inspiration for future episodes from the very platform it streams on. Netflix has just recently rolled out access to a new AI search engine tool to some of its subscribers, according to a report from Bloomberg. The AI search engine, which is powered by ChatGPT creator OpenAI, takes Netflix's search capabilities beyond looking up movies and TV shows by title, genre, or actor. The tool allows users to search for content using numerous other search queries, such as mood. Being that the feature is powered by OpenAI, it appears likely that users will be able to use natural language in their search. Artificial intelligence isn't completely new to Netflix. The streaming company utilizes AI to power its recommendation algorithm, to help subscribers discover content based on their viewing history. While Netflix is experimenting with AI, the company clearly knows of the pushback from creatives on the technology, and has previously gone on the record to say it would not use AI to replace filmmakers, screenwriters, or actors. The AI search engine is currently in the testing phase. It's currently only available on iOS devices and to some customers in Australia and New Zealand. In addition, those subscribers need to specifically opt-in to use the tool. Netflix expects to expand the test out to other countries, including the U.S., in the near future.

Netflix search could soon get an AI boost, and it sounds like a boon

Table of Contents Table of Contents What AI can change for Netflix search? Why am I excited about it? There's a running joke in the streaming world. By the time you decide what to watch, the snacks are over, or the mood is gone. Netflix even launched a tool called "Play Something" to end the meaningless catalog scrolling. But an inherent part of the problem is also the platform's bad search system. For years, users have complained about the algorithmic recommendation system's tendency to repeat listings, while the lack of a proper sort and filter system only worsens the situation. The categories system, on the other hand, is quite overwhelming. Recommended Videos Thanks to AI, the search tool on Netflix could soon shed its bad reputation. According to Bloomberg, Netflix is testing an AI-powered overhaul of the search tool that will give users more freedom with their inputs in order to find films and TV shows of a certain type. What AI can change for Netflix search? "The OpenAI-powered search engine lets customers look for shows using far more specific terms, including the subscriber's mood, for example, the company said," says the Bloomberg report. "It will then recommend options from the company's catalog." Netflix has already started testing the AI-boosted search feature in Australia and New Zealand. A company spokesperson told The Verge that it will expand the beta testing program to the US market in the "coming weeks and months." For now, the limited-scale testing of the updated search tool is limited to the iOS platform, and there is no clarity when, or if, it will expand to the web and Android client. Netflix, however, is no stranger to AI. On the contrary, the company maintains a public dashboard of how it is implementing Machine Learning technology across its entire service stack. Search is a crucial part of those endeavors. Why am I excited about it? In a paper released back in 2022, the company detailed how it pays close attention to what users are clicking on and browsing at any given time. And more importantly, how much time they spend on any TV show or film. Based on these activity patterns, the underlying search system figures out the user's interests at a certain moment, and accordingly shows suggestions within the search bar dropdown before you even start typing in the text field. That approach sounds fantastic, but Netflix also makes it clear that it relies heavily on its in-house recommendation system to populate what you see in the search results. In a nutshell, the algorithm has a high degree of command over the entire search, instead of letting users take the lead. This is where AI, and its natural language chops, come into the picture. Instead of limiting users to search by names or genres, and then letting them scroll past a long list, they can simply narrate their mood or viewing requirements in the search field. Imagine having a back-and-forth with an AI and finding just the right thing to watch? So far, my interactions with AI tools such as Gemini Live have been quite rewarding, and I wish Netflix offers a similar experience with its AI-charged search tool in the near future. For now, I am hoping AI will make it easier to find what's new and soon-to-leave on Netflix, among other granular inquiries, as well.

Netflix wants you to search by feeling now

Netflix has rolled out a new AI-powered search engine to some subscribers, allowing them to search for movies and TV shows using natural language queries, such as by mood, according to a Bloomberg report. The search engine, powered by OpenAI, the creator of ChatGPT, goes beyond traditional search methods that rely on title, genre, or actor. While AI is not new to Netflix, having been used to power its recommendation algorithm, the company is being cautious in its adoption, aware of the pushback from creatives. Netflix has stated it will not use AI to replace filmmakers, screenwriters, or actors. The AI search engine is currently available on iOS devices to some customers in Australia and New Zealand who have opted-in to test the tool. The company plans to expand the test to other countries, including the U.S., in the near future.

Netflix is testing AI-powered search to recommend shows based on your mood - Phandroid

Netflix is rolling out a smarter way to find what to watch by testing an AI-powered search feature. This new AI tool uses OpenAI tech to recommend TV shows and movies based on ultra-specific prompts, including your mood. The new Netflix AI search tool is currently live on iOS in Australia and New Zealand. Netflix says it plans to expand the test to more regions, including the US, in the near future. This means that users are no longer limited to searching by actor names or genre tags. For example, you can type something like "dark comedies with a hopeful ending" or "shows that feel like a lazy Sunday," and the tool will comb through Netflix's catalog to match the vibe. It's a step up from the usual algorithm, and it's built using OpenAI's technology. Netflix already uses machine learning to fine-tune recommendations based on what you've watched. This is just a more conversational, flexible version of that -- meant to feel more intuitive than browsing endless rows of categories. Internally, the company's been exploring AI for a while -- whether it's optimizing workflows or improving production pipelines. But co-CEO Ted Sarandos says it won't replace creative roles like screenwriters and actors. It's a tool, not a takeover. So far, this new Netflix AI search is limited in scope. It's only on iOS and still in early testing. But if it sticks, it could make the "what to watch" dilemma a lot less frustrating.

Netflix Is Testing AI-Powered Search, and I Can't Wait for It

While Netflix offers a huge selection of movies and shows, actually finding something that appeals to you in the moment is a challenge. But that's why Netflix's move toward AI search is so exciting: it'll finally stop the endless scrolling and get to the actual watching much faster. AI May Help You Decide What to Watch Next As first reported by Bloomberg, Netflix is currently testing a new AI-powered search feature. While Netflix already offers subscribers the chance to search for movies and shows they want to watch, it's currently very focused on specific keywords. Whether they're the name of the film, a particular genre, or the name of an actor. Which is why I tend to use Netflix's secret codes instead. According to the report, the new AI-powered search feature, which would be provided by OpenAI, would allow viewers to "look for shows using far more specific terms, including the subscriber's mood." The options would also "go well beyond genres or actors' names." We haven't been able to test Netflix's AI-powered search feature yet, but if the streaming service's claims are legit, this could make it much easier to discover new content worth watching. Because, I don't know about anyone else, but I often want to watch something based on my mood or on a feeling rather than a name. The experiment is currently very limited, with only Netflix subscribers in Australia and New Zealand watching on an iOS device able to access AI-powered search. Even then, the feature is only available to those who specifically opt in to use it, so it isn't yet being foisted on anyone without their express permission. Netflix spokesperson MoMo Zhou confirmed to The Verge that the test was taking place. They also stated that it would expand to the US "in the coming weeks and months." Zhou also stated that, "It's early days for the feature, and we're really in a learn and listen phase for this beta." Understanding Viewers' Needs Is Important Utilizing artificial intelligence to help people find what they want to watch next is a bit of a no-brainer, to be honest. Especially as Netflix already has the necessary elements in place. This includes metadata for each piece of content. AI should, in theory, be able to bridge the gap between what a viewer is looking for, and what Netflix's catalog offers. It has become a bit of a cliché that people spend so long scrolling through the titles of shows on Netflix that they never actually get around to watching anything. But clichés are almost always based on at least an element of truth. If Netflix's AI-powered search makes it out of beta testing and available to all, maybe that cliché will finally die.

Netflix Could Soon Let Users Find Movies and Shows via AI-Powered Search

The company is said to be planning to expand the feature to more regions Netflix is reportedly testing a new artificial intelligence (AI) feature for its platform. As per the report, the streaming giant has begun testing an AI-powered search engine that will replace the existing search function on the platform. It is said to be powered by OpenAI's AI models and will let users search for content using more specific terms. The feature is currently said to be available to select users in Australia and New Zealand, and the company might expand it to more regions in the coming months. According to a Bloomberg report, the streaming giant has started testing the AI-powered search feature with some users in Australia and New Zealand. The feature is said to help users in both content discovery as well as looking for a particular title. Netflix told the publication that the new AI search feature is powered by OpenAI's AI models, although no specific models were mentioned. The new feature will reportedly let users find shows and movies using "far more specific terms," such as their mood. The streaming platform will then recommend content from its catalogue. The feature is currently being tested in Australia and New Zealand with select users. Netflix's AI search is currently only available in its iOS app. Netflix spokesperson MoMo Zhou told The Verge that currently, there are no plans to expand the feature outside of the iOS app. The streaming platform is said to be making changes to the AI feature based on feedback received from the testers. As per the report, Netflix is also planning to expand the AI search feature to several other markets, including the US, in the coming weeks or months. It is unclear whether India is also part of these markets. Notably, Netflix has been experimenting with AI to improve the platform as well as to assist with filmmaking. Earlier this month, Netflix updated its TV app with multilingual audio support. With this, users will be able to watch movies and shows across its catalogue in all available languages.

AI, Netflix, and chill: Is the struggle to find the perfect show to watch finally coming to an end?

Netflix is testing an AI-powered search tool that understands natural language, moods, and preferences to recommend shows and movies more intuitively. Currently being trialled in Australia and New Zealand on iOS devices, the feature uses OpenAI technology and will soon expand to the U.S. It aims to end the endless scrolling and bring a more personalized 'Netflix and chill' experience.If you've ever spent more time scrolling through Netflix than actually watching something, you're not alone. The 'Netflix and chill' dream often turns into a 'scroll and sulk' nightmare. But in what might be a game-changer for indecisive binge-watchers everywhere, Netflix is testing a brand-new AI-powered search tool that could soon say goodbye to endless browsing. The streaming giant has quietly begun trials of an AI search assistant that listens not just to what you want, but how you feel. Whether you're "in the mood for something funny and nostalgic," or craving "a gritty drama about sisters who bake cookies during an apocalypse," Netflix's new tool is being trained to understand your vibe -- and serve you titles that match. This natural language search engine is being piloted in Australia and New Zealand on iOS devices and, according to Netflix, it's a voluntary test for now. The company plans to roll it out to US audiences over the next few months. Other devices and regions will have to wait their turn -- or keep scrolling. The tech behind the magic? OpenAI. Yes, the same folks bringing ChatGPT to life are now helping Netflix fine-tune your movie night. The new search goes beyond basic genre keywords -- think less "action" and more "something thrilling but not too scary with a happy ending." It's a shift from passive algorithms to active conversation, and it's all in beta. Netflix calls it the "learn and listen" phase. For a platform already reliant on machine learning to suggest titles based on what you've binged (and re-binged), this marks a bold leap. AI is no longer just silently watching what you watch -- it's asking you how you feel about it. Interestingly, Netflix isn't going all-in just yet. Unlike previous features that were pushed globally in one swoop, the company is treating this AI upgrade with caution -- perhaps aware of the broader concerns about AI in creative industries. The feature is opt-in, meaning only curious and willing users are invited to test this brave new way of searching. While it's still early days, one thing is certain: the age of robotic movie night indecision may soon be behind us. No more desperate group texts saying, "Just pick something!" With AI in your pocket, Netflix might just become your chill, intuitive couch buddy. So, the next time you sigh and whisper, "I want something light but deep with a touch of absurdity," don't be surprised if your screen lights up with the perfect watch. The future of streaming isn't just smarter -- it might finally understand you.

Netflix Debuts OpenAI-Backed Search Engine That Lets You Discover Movies And TV Shows Based On Emotions, Not Just Titles - Netflix (NASDAQ:NFLX)

Netflix Inc. NFLX has begun testing an artificial intelligence-powered search engine that enables subscribers to find movies and TV shows based on their emotions, preferences, or specific situations. What Happened: The feature, powered by OpenAI technology, is currently available to select users in Australia and New Zealand using iOS devices. Netflix says the test will expand to additional markets, including the U.S., in the coming weeks, reported Bloomberg. The streaming giant has long used machine learning and AI to power its recommendation algorithm, but this new tool marks a significant expansion in user-facing AI features. See Also: Netflix To Launch First MMO Video Game: Is It The Streaming Company's Biggest Gaming Bet Yet? Unlike the current search tool, which relies on basic inputs like actor names or genres, the Subscribers must opt in to test the new tool, a departure from Netflix's usual practice of quietly rolling out new features, the report noted. Why It Matters: Netflix's viewership jumped by almost 8% in the first quarter of 2025, reflecting solid gains in both subscriber count and revenue. Although the stock trades at a premium, analysts believe the current consensus forecasts are modest, justifying a $1,000 price target based on a 33x multiple of projected 2026 earnings. Last year, Netflix co-CEO Ted Sarandos said that AI is unlikely to take over the creative roles of writers, actors, and directors within the entertainment industry. Subscribe to the Benzinga Tech Trends newsletter to get all the latest tech developments delivered to your inbox. "I don't believe that an AI program is going to write a better screenplay than a great writer, or is going to replace a great performance, or that we won't be able to tell the difference," he stated. The streaming company has previously drawn criticism after posting a machine learning product manager position with a striking annual salary range of $300,000 to $900,000. Price Action: So far this year, Netflix shares are up 3.56%, while they've surged 47.44% over the past 12 months, according to Benzinga Pro data. Benzinga Edge's Stock Rankings award Netflix a strong growth score of 69.69%. Want to see how it compares to other stocks? Click here for the full breakdown. Check out more of Benzinga's Consumer Tech coverage by following this link. Read Next: Netflix's $320 Million 'The Electric State' Becomes Its Most Expensive and Most Disappointing Movie Photo courtesy: Shutterstock NFLXNetflix Inc$919.57-0.17%Stock Score Locked: Want to See it? Benzinga Rankings give you vital metrics on any stock - anytime. Reveal Full ScoreEdge RankingsMomentum94.57Growth69.68Quality85.60Value11.46Price TrendShortMediumLongOverviewGot Questions? AskWhich streaming services will follow Netflix's lead?How will content creators adapt to AI integration?What impact on advertising revenue might this have?Which tech companies could benefit from AI advancements?How will this affect subscriber growth in the streaming sector?Could Netflix's approach inspire similar innovations in gaming?What does this mean for competitors like Disney+?How will AI influence consumer preferences in media?Are there opportunities in AI-driven content creation?How might this shift affect media valuations in the market?Powered ByMarket News and Data brought to you by Benzinga APIs

Netflix tests new AI search engine to recommend shows, movies

ANN/Bloomberg/THE STAR - Netflix Inc. is testing new search technology for subscribers that employs artificial intelligence to help them find TV shows and movies, expanding its use of the technology. The OpenAI-powered search engine enables users to search for shows using far more specific terms like the subscriber's mood, according to the company. It will then recommend options from the company's catalog. Some customers in Australia and New Zealand can already use the tool, which is only available on iOS devices. The test will soon expand to several markets, including the US, Netflix said. The AI-powered search will let users ask questions that go well beyond genres or actors' names, unlike the current tools available on the service. Netflix has long used artificial intelligence and machine learning for certain purposes, such as its renowned recommendation algorithm, which suggests titles according to a viewer's watching history. The company has been experimenting with ways to expand use of the technology, whether for internal processes or filmmaking. Co-Chief Executive Officer Ted Sarandos has said AI will help improve filmmaking but won't replace creative personnel like screenwriters and actors. However, management is aware of the possible criticism regarding the implementation of AI technology. Many in Hollywood have worried that companies like Netflix will use artificial intelligence to cut jobs and reduce costs.