Netflix Expands AI-Powered Search Tool Testing to New Markets

The OpenAI-backed feature, now in beta on iOS in Australia and New Zealand, will allow users to find content using natural language queries based on mood and preferences.

• Netflix is piloting a new AI-powered search tool designed to improve content discovery by enabling natural language queries, such as specifying mood or preferences.
• The feature, powered by OpenAI technology, is currently being tested with select iOS users in Australia and New Zealand.
• Netflix plans to expand the beta testing to additional markets, including the United States, in the coming weeks.
• This marks a significant evolution in Netflix's AI use, building on its existing machine learning algorithms for personalized recommendations.
• The tool aims to address long-standing user frustrations with Netflix's search and recommendation systems, offering a more intuitive and tailored experience.

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