Netflix tests natural-language search with OpenAI
Originally posted on LinkedIn, April 25, 2025.
Netflix is upgrading its search with AI, in partnership with OpenAI. While most people are still learning what an LLM is, Netflix is already trying to understand how they feel.
The new search engine accepts natural-language queries based on mood and personal preferences, rather than limiting people to standard categories. You could search for “a slow-burn thriller with an optimistic ending” or “a comedy that will cheer me up after a hard day.”
The feature is not available in Israel yet. The pilot is running in New Zealand and Australia, only for iOS users enrolled in the beta program. Netflix expects to expand it to the US soon, depending on user feedback. There is no timeline for Israel.
Netflix is trying to fix an old problem: searching takes too long, and the same recommendations keep appearing. Its answer is a search engine that understands what someone wants beyond a title or genre.
