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Netflix debuts its generative AI-powered search tool

May 7, 2025

Netflix has launched its new generative AI-powered search tool that uses OpenAI’s ChatGPT to enhance content discovery. Users can input preferences in natural language. The feature will start rolling out this week as an opt-in beta for iOS users, with tests already ongoing in Australia and New Zealand. Competitors like Amazon and Tubi have also ventured into AI-driven search, with varying success.

Key points

Netflix unveiled its AI search tool at a tech event after earnings call hints.
The tool uses OpenAI’s ChatGPT for a conversational user experience.
Users can input natural language searches for tailored content suggestions.
The feature is launching this week as an opt-in beta for iOS users.
Some users in Australia and New Zealand have already tried it.
Competitors like Amazon have similar AI search tools, but Tubi's were discontinued due to low uptake.

Why it matters

This development aligns with 2025 IT Trends emphasizing the rise of generative AI in enhancing user experiences.
The push for more personalized content recommendations mirrors broader consumer trends towards tailored digital services.
The failed implementation of Tubi's AI search highlights potential challenges Netflix may face in user adoption.

Netflix's new AI-powered search tool represents a significant step in enhancing user experience through generative AI, positioning the platform to compete effectively in a rapidly evolving digital content landscape.