Netflix is reportedly testing a search function powered by OpenAI

Engadget - Apr 12th, 2025

Netflix has begun testing a new search feature powered by OpenAI, aimed at enhancing how users find movies and shows. This feature, currently available to select users in Australia and New Zealand, allows searches based on more specific terms such as mood descriptors, like 'sad,' rather than just titles, actors, or genres. By utilizing generative AI, this tool supports natural language searches, potentially offering a more personalized content discovery experience. Although currently limited to iOS users in these regions, Netflix plans to expand its testing to other markets, including the United States, with broader platform availability likely in the future.

This development reflects Netflix's ongoing investment in artificial intelligence to improve user experience, building on its existing AI-driven recommendation systems. By leveraging OpenAI technology, Netflix aims to stay competitive in the streaming market, where personalized content delivery is crucial. The implications of this feature could be significant, potentially transforming how users interact with streaming services and setting new industry standards for AI integration in content platforms.

Ai Technology Netflix Open Ai Australia New Zealand Streaming Service Content Discovery

Story submitted by Fairstory

RATING

7.6

Fair Story

Consider it well-founded

The article provides a clear and accurate overview of Netflix's new AI-powered search feature, focusing on its testing phase in Australia and New Zealand. It effectively communicates the potential benefits of the feature, such as enhanced content discovery through natural language searches. The use of a reputable source like Bloomberg adds credibility to the reporting. However, the article could benefit from a more balanced perspective by addressing potential privacy concerns and including diverse viewpoints. Transparency is somewhat limited, as the article does not delve into the methodology behind the feature's development or potential conflicts of interest. Despite these shortcomings, the article remains timely and relevant, with the potential to engage readers interested in technological advancements in the streaming industry. Overall, it is a well-written piece that effectively informs readers about a significant development in consumer technology.

Accuracy

The news story claims that Netflix is testing a new search feature powered by OpenAI in Australia and New Zealand, allowing users to search for content using more specific terms like mood. This claim is supported by multiple sources, including Bloomberg and other tech news outlets. The story accurately reports that the feature is currently available on iOS devices only, which aligns with the information from reliable sources. However, the article does not specify the exact timeline for expanding the feature to the United States or other markets, which is a detail that would require further verification. The claim about Netflix's use of AI for recommendations is well-documented, adding to the story's accuracy.

Balance

The article primarily focuses on the technical aspect of Netflix's new feature, highlighting its potential benefits. However, it lacks a balanced perspective by not addressing potential concerns, such as privacy issues related to AI-powered searches or the user experience in the test markets. Including viewpoints from industry experts or user feedback could provide a more comprehensive understanding of the feature's implications. The story does not appear to favor any particular viewpoint but could benefit from a broader range of perspectives.

Clarity

The language used in the article is clear and straightforward, making it easy for readers to understand the main points. The structure is logical, with a concise introduction of the feature, followed by details about its functionality and current testing phase. The article maintains a neutral tone, focusing on factual reporting without unnecessary jargon or technical complexity. Overall, it effectively communicates the information in an accessible manner.

Source quality

The primary source cited in the article is Bloomberg, a reputable and well-established news organization known for its reliable reporting. The use of additional tech-focused sources would strengthen the credibility of the claims. However, the article would benefit from direct statements or confirmations from Netflix representatives to enhance source quality further. The reliance on a single primary source reduces the depth of the reporting, although the chosen source is authoritative.

Transparency

The article does not provide detailed information about the methodology used to gather the information or any potential conflicts of interest. While it cites Bloomberg as the primary source, it lacks transparency regarding how the information was obtained or verified. Including more context about the testing process or potential biases in reporting would improve transparency. The article could also clarify any financial or business relationships between Netflix and OpenAI that might affect the impartiality of the reporting.