Netflix Dips Toes Into AI With ChatGPT-Powered Search Tool — But It's Not Coming To Everyone Just Yet

Currently, Netflix's new feature being trialed only on iOS devices and is restricted to select users in Australia and New Zealand.

Netflix plans to expand access to other regions, including the United States, over time, but no specific timeline has been confirmed.

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Netflix is quietly testing a new AI-powered search engine that could radically transform how users discover movies and TV shows. But don’t rush to try it just yet — only a handful of subscribers have been given early access.

A Smarter Way to Browse: From Genres to Vibes

Gone are the days of simply typing in an actor’s name or a genre to find something to watch. As reported by Bloomberg, Netflix’s new tool, reportedly powered by OpenAI — the company behind ChatGPT — introduces a whole new way to explore its content library. Instead of relying on rigid filters, users can now use natural, conversational language to make queries based on their mood or preferences.

So, you could potentially ask for “something light-hearted and romantic with a strong female lead” and get tailored suggestions, rather than scrolling endlessly through rows of thumbnails. While Netflix already employs AI to fuel its recommendation engine, this marks a significant leap toward more intuitive and interactive user experiences.

Limited Rollout: Only iOS, Only Down Under

This AI feature isn’t available to the masses just yet, as per the report. Currently, it's being trialed only on iOS devices and is restricted to select users in Australia and New Zealand. Even there, subscribers must specifically opt in to test the tool.

Netflix plans to expand access to other regions, including the United States, over time, but no specific timeline has been confirmed. For now, it's more of a teaser than a full-fledged product launch.

AI Yes, But Not at the Expense of Creators

Netflix seems keenly aware of the growing anxiety among creatives regarding AI encroachment into the entertainment industry. The company has addressed such concerns in the past and continues to maintain its stance.

As previously stated by Netflix, it “would not use AI to replace filmmakers, screenwriters, or actors.” This reassurance comes amid ongoing debates about the role of AI in storytelling and content creation, especially in light of recent Hollywood strikes and union demands.

The move reflects Netflix’s balancing act — leveraging technology to enhance the viewer experience without alienating the very talent that fuels its platform. Whether this AI-powered search will become a new standard or just another experiment remains to be seen, but for now, it signals that the future of streaming may soon be smarter — and a lot more conversational.