Netflix has officially launched a new AI-powered search feature that leverages ChatGPT for a more conversational content discovery experience. Subscribers can make requests in natural language, such as looking for specific genres or moods in shows. The rollout begins this week for iOS users, with pilot testing already in Australia and New Zealand. Netflix's approach parallels similar efforts from competitors like Amazon and Tubi, though previous attempts to implement AI-powered search have faced mixed results regarding user adoption. The company also announced plans to use generative AI for multilingual title card updates.
Netflix's new AI-powered search, integrating ChatGPT, allows users to express preferences in conversational language, aiming to revolutionize content discovery for its subscribers.
The new search feature is an optional beta available to iOS users, with early adopters in Australia and New Zealand already trying it out.
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