Netflix is rolling out an AI search functionality that will make it easier for subscribers to discover content. The feature, which will use generative AI and natural language processing, will be a major expansion to the traditional keyword search currently being used on the platform.
According to Elizabeth Stone, Netflix’s chief product and technology officer, the AI search will offer a more personalized, interactive, and immersive experience on the platform.
Netflix’s subscribers are facing content overload
The new Netflix AI search feature is in response to content overload facing subscribers on the streaming platform.
Content overload is a major problem is a major problem for streaming platforms, and Netflix is not immune.
It is brought on by massive content libraries, which offer an abundance of titles to watch. However, on n the downside, it makes it harder for subscribers to discover content.
Netflix is now addressing this issue on the platform with the use of AI search:
“That helps to solve a consumer frustration that’s brewing, which is, there’s so much content. How do I make sense of it, and what’s right for me, and what’s right for me in this moment?” stated Elizabeth Stone while speaking at the Bloomberg Tech conference in San Francisco.
Netflix is using generative AI search with natural language processing
The new search functionality by Netflix will integrate both generative AI and natural language processing into content discovery.
It will feature system-generated AI search prompts, which subscribers can use to find content. Additionally, it will allow Netflix users to create custom, conversational queries, thus yielding more contextually accurate results.
The AI search functionality is currently available as an opt-in beta experience for a select number of subscribers.
You can access it via the “Search” icon if Netflix has selected your account for the beta experience. It’s also available on the dedicated “Try a new way to search” row for the eligible accounts.
In addition to AI search, Netflix is also reportedly working on a voice user interface and other features that will combine subscribers’ viewing history, search activity, and trending titles to offer more personalized content recommendations.
AI use is not new to Netflix
Netflix’s AI search will be a revolutionary feature that will make it easier to watch content on the platform. However, this is not the first time the streaming service has used AI.
The platform has been using AI for years in its content recommendation system, which is considered by many to be one of the most sophisticated in the entertainment industry.
The current system analyzes several signals, including viewing history, metadata, and platform interactions, to identify subscriber patterns and predict which titles they may enjoy.