When you think about artificial intelligence (AI), big names like Google, Microsoft, and OpenAI come to mind. However, it’s surprising to consider Netflix—the largest streaming platform—as a player in the generative AI space. Typically, you log onto Netflix to indulge in films, TV shows, or perhaps a game. Yet, the company has made substantial investments in AI technologies, particularly in machine learning, to refine its recommendation algorithm.
This year, Netflix is embracing generative AI, similar to what has powered tools like ChatGPT and Copilot, but it’s choosing a more thoughtful path. Instead of overwhelming users with numerous AI features, Netflix aims to enhance the viewer experience in a meaningful way.
Let AI Walk with Your Mood
Scrolling through Netflix’s extensive library can be time-consuming. In fact, data shows that the average user spends around 18 minutes deciding what to watch. By 2019, that number dropped to about 7.4 minutes, but that still amounts to roughly 45 hours each year dedicated to choosing content. According to recent reports, Americans now spend approximately 110 hours—nearly five days per year—browsing streaming services.
To tackle this dilemma, Netflix launched the “Play Something” feature to help users dive straight into viewing. Imagine a tool that assesses your mood and suggests titles tailored specifically to how you feel. That’s the essence behind Netflix’s experimental search system, which leverages OpenAI’s technology.
This new feature allows users to express their preferences in conversational language. Instead of rigid search terms, you could ask, “Find me something light-hearted with a bit of romance.” During a recent press briefing, Netflix emphasized the aim to help users discover shows and movies through natural dialogue.
This experimental tool is currently an opt-in feature, with ongoing efforts to address various user scenarios, including those that might involve explicit content queries.
“Find me something light-hearted, maybe with romance and suspense?”
When a user inputs a natural language request, the system provides suggestions of movies and TV shows that align with their inquiry. Initially available on iOS, this feature has the potential to significantly transform how we interact with Netflix.
How does Netflix prepare its AI tool for this? While specifics are yet to be revealed, it’s clear that the AI will analyze user interactions and feedback.
Accurate and Dynamic Recommendations
Netflix has relied on numerous “signals” to curate content for users, including viewing history, ratings, and genre preferences. However, their system is not fully personalized; it often considers what similar viewers are watching. While popular shows may be featured prominently, they may not always resonate with your specific tastes.
This signals to Netflix that there’s room for enhancement in the recommendation system. By analyzing what content you search for, the platform can tailor the feed in real-time based on your keywords, interests, and the trailers you watch, creating a more intuitive browsing experience.
What if Netflix could adapt its recommendations even further, making it easier to find what you truly want? According to Netflix, the homepage will subtly evolve based on your actions, rendering the search for quality content almost effortless.
A Thoughtful Approach to AI
The past few years have seen an explosion of AI capabilities integrated into various platforms, from Gmail to social media. However, not all implementations are effective, and some can mislead users. Netflix’s approach stands out as it prioritizes flexibility in content discovery, allowing users to express their moods and preferences without being confined by rigid categories.
This tailored experience ensures that users engage with content that genuinely interests them rather than what’s trending among other subscribers, striking a much-needed balance between technological assistance and user agency.
As Netflix continues to refine its AI capabilities, it’s setting a new standard in the streaming industry. With this thoughtful integration of AI, the way we choose what to watch could become as enjoyable as the content itself.
How does this AI search work in practice? Netflix is committed to making these tools user-friendly and effective, encouraging exploration through tailored recommendations.
If you’re looking for a deeper dive into innovative AI applications, enjoy exploring the extensive content available at Moyens I/O.