Netflix’s AI Search Gets Personal

Rewriting the Search Experience

Netflix is bringing generative AI into your recommendations with a new search feature that interprets natural language prompts to deliver more accurate, personalized results. Unveiled at the company’s recent Next event, the tool helps subscribers find content through conversational phrases like “funny action movies with a strong female lead” — a significant leap from Netflix’s existing keyword-based search. The technology leverages large language models (LLMs) trained on Netflix’s metadata, viewing patterns, and user behavior, aiming to bridge the gap between how people describe content and how that content is indexed. It’s part of Netflix’s broader strategy to enhance user discovery and keep viewers engaged amid growing competition in the streaming space.

A Behind-the-Scenes Boost

While the AI search is designed with viewers in mind, Netflix emphasizes that it also benefits internal teams. Editors responsible for tagging and curating titles will use similar natural language prompts to surface content efficiently, simplifying workflows and ensuring more consistent tagging across the platform. Currently in limited testing on TVs in the U.S. and the U.K., Netflix expects to expand the AI-powered search functionality across devices and regions in the near future. The rollout reflects Netflix’s long-standing commitment to data-driven innovation and raises the bar for streaming discovery tools. As rivals explore generative AI applications, Netflix’s early lead may shape a new era in streaming UI.