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 supply customers with a conversational discovery expertise. Users can enter their preferences utilizing pure phrases like “I would like one thing humorous and upbeat” or much more detailed requests, resembling “I would like one thing scary, however not too scary, and possibly a bit of bit humorous, however not haha humorous.”
The characteristic is ready 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.
Other rivals are additionally leveraging generative AI for search. For occasion, Amazon has an AI voice search expertise on Fire 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 advised motion pictures primarily based on a consumer’s particular request.
However, 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 related challenges.
Additionally, 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 well-liked languages.
