Netflix has started testing artificial intelligence-based technology for searching for content for subscribers. The platform will select movies and TV series according to the viewer’s mood.
This was reported by Bloomberg.
The company says that the new search engine based on OpenAI allows for selecting content based on much broader queries, including the user’s mood, and not just by genre or actors’ names as it is now available. After the streaming service receives a viewer’s request, it will offer the most suitable options from the Netflix catalog.
This enhanced version of the search engine is available for iOS users in Australia and New Zealand. The feature will be tested shortly in other countries, including the United States.
Usually, when Netflix launches a new feature, it automatically becomes available to all users. However, in the case of the new AI-based feature, subscribers have to choose to participate in the test.
Netflix has long implemented artificial intelligence and machine learning, particularly in its recommendation algorithm, which selects content based on a user’s viewing history.
The company continues to explore new ways to expand the use of AI internally and in creating its own content. Co-CEO Ted Sarandos has repeatedly emphasized that artificial intelligence can become a tool to improve filmmaking processes but cannot replace creative specialists such as screenwriters or actors.
At the same time, Netflix understands the criticism that may arise from using AI. In the film industry, particularly in Hollywood, there are widespread fears that companies like Netflix will use artificial intelligence to cut costs and reduce the number of employees.