Netflix is experimenting with artificial intelligence to change how you discover movies and shows on its platform, aiming to make finding your next watch even easier.
Here’s the Lowdown: The streaming giant is testing new AI technology, reportedly powered by OpenAI, to guide subscribers toward content within its vast library. This trial is currently underway for users on iOS devices in Australia and New Zealand. Participation is optional; users must opt-in to try the AI recommendations or can stick with the existing system based on viewing history, ratings, and title information. Expansion to the United States is planned.
What This Means Now: For subscribers in the test markets, this offers a new method for getting viewing suggestions. Instead of relying solely on past behavior, the AI might allow for more specific or nuanced searches to find suitable content. Co-CEO Greg Peters mentioned the goal is to make it simpler for users to find “an amazing story that’s just perfect for them in that moment.”
The Bigger Picture: Netflix views generative AI as a tool that can greatly improve its recommendation systems. Beyond discovery, co-CEO Ted Sarandos suggested AI could also assist creators in telling “better stories.” This experiment is part of Netflix’s broader strategy of using technological advancements to refine the user experience and stay ahead in the competitive streaming world. The company will announce its first-quarter financial results on April 17.
