May 7, 2025:
Netflix Launches AI-Driven Conversational Search - Netflix launched a generative AI-powered search feature using OpenAI's ChatGPT for a conversational discovery experience. Users can input detailed content requests in natural language, such as seeking something "funny but not haha funny." This feature is currently rolling out as a beta for iOS users, with some already accessing it in Australia and New Zealand.
Competitors like Amazon and Tubi have explored similar tools, but Tubi discontinued theirs due to low adoption. Additionally, Netflix plans to deploy AI for multilingual title cards and has introduced a short-form video feed along with a redesigned TV homepage.
