Moody Views: Netflix partners with OpenAI to develop vibe-based content search for iOS users

Netflix is partnering with OpenAI to develop an AI-powered search feature designed to better understand viewers’ specific content preferences beyond basic genre or actor searches. This move represents a significant step in Netflix’s AI integration strategy, potentially transforming how users discover content by enabling more nuanced, mood-based search capabilities. The limited rollout signals Netflix’s cautious approach to AI implementation while still positioning itself at the forefront of streaming technology innovation.

The big picture: Netflix is testing an OpenAI-powered search function that aims to understand viewers’ exact viewing intentions, according to a Bloomberg report.

• The enhanced search capabilities would allow users to make queries that “go well beyond genres or actors’ names,” potentially including mood-based content discovery.
• This represents Netflix’s most significant AI integration in recent years, joining a growing trend of major companies partnering with AI developers like OpenAI.

Rollout details: The new search feature is currently limited to a select opt-in test audience in Australia and New Zealand, exclusively on iOS devices.

• Netflix spokesperson MoMo Zhou confirmed to The Verge that the test will expand to the U.S. “in the coming weeks and months.”
• Zhou indicated there are currently no plans to extend the feature beyond iOS platforms.

Behind the algorithm: While Netflix already employs AI for content recommendations and user experience personalization, this partnership marks a more ambitious application of artificial intelligence.

• The streaming giant has previously emphasized that its AI adoption strategy won’t replace human creative talent.
• Netflix co-CEO Ted Sarandos has publicly stated that AI won’t replace creative personnel like screenwriters, a particularly sensitive topic following the 2023 writers’ and actors’ strikes over AI concerns in content creation.

Why this matters: The partnership highlights the growing integration of advanced AI capabilities within major entertainment platforms, potentially setting new industry standards for content discovery.

The broader context: This development comes amid increasing adoption of OpenAI’s technology across various industries, as large companies seek to enhance their digital capabilities through AI partnerships.