Netflix Launches ChatGPT-Powered Search: A Personalized Discovery Experience

Netflix unveiled a new AI-powered search experience leveraging OpenAI's ChatGPT. Users can describe their preferences using natural language, allowing for more nuanced searches like "something funny and upbeat" or even highly specific requests. Rolling out this week as an opt-in beta for iOS users, it follows a similar approach by Amazon's Fire TV and a now-discontinued Tubi feature. Netflix also announced plans to use generative AI for title card translations. The new search functionality will be a key test of how well AI-powered personalized recommendations can enhance user experience in a competitive streaming market.