Netflix has begun testing a powerful new artificial intelligence search engine aimed at transforming how users discover shows and movies on its platform. The experimental feature allows viewers to search for content based on more nuanced and personalized prompts—such as mood, themes, or even specific emotional experiences—rather than the traditional genre or actor-based queries.
This AI-driven search experience is currently available in beta mode for a limited group of iOS users in Australia and New Zealand. A broader rollout in the United States is expected in the coming weeks, although it remains exclusive to iOS for now. There are no current indications of when or if it will become available on Android or other platforms.
The move signals Netflix's ongoing push to integrate artificial intelligence into its core user experience, offering smarter, more intuitive content recommendations. The new tool leverages natural language processing, enabling users to type in detailed queries like “feel-good movies about friendship” or “intense crime thrillers with a twist ending,” with the system then curating personalized suggestions that match the description.
This innovative approach is part of Netflix’s broader strategy to maintain a competitive edge in the ever-evolving streaming market. As viewer expectations rise and content libraries expand, the need for efficient, intelligent discovery tools becomes increasingly crucial. The AI engine aims to reduce browsing time and help users spend less time searching and more time watching.
Early user feedback from the beta test is expected to shape the future of the feature, including potential interface improvements and wider platform availability. If successful, the AI-powered search tool could set a new standard in personalized streaming experiences and potentially redefine how audiences engage with on-demand content.
Netflix’s latest move underscores the streaming giant’s commitment to technological innovation and personalized entertainment, reflecting a vision where artificial intelligence not only recommends but also understands viewers in a more human-like, interactive way.