Overview

• Netflix officially unveiled its ChatGPT-powered search feature during a tech event on May 7, 2025.
• The tool enables users to describe what they want to watch using conversational phrases, such as 'I want something funny and upbeat.'
• An opt-in beta version is rolling out this week for iOS users, with early testing already underway in Australia and New Zealand.
• This marks Netflix's entry into the competitive AI-driven content discovery space, following similar efforts by Amazon and past trials by Tubi.
• Future plans include expanding the feature to more devices and using generative AI for dynamic localization of title cards.