Netflix tests AI interface that understands natural language searches

Netflix, the streaming platform, is introducing a revolutionary feature that allows users to describe in common words what kind of content they want to watch.

The platform is experimenting with a generative artificial intelligence interface that allows subscribers to more easily find the content they want, using natural phrases instead of technical terms or exact titles, according to AFP. The new option is being tested starting this week, the company announced. "We want you to be able to discover shows or movies using common phrases," said Elizabeth Stone, Netflix's technical director, during a press conference. Examples of such searches: "I want something funny and fast-paced" or "something scary, but not too scary and a little funny."

• Feature available in limited release

The new feature is currently only available on iOS, in a test version, and there are no immediate plans for a wide expansion. It is the first step in a redesign of the Netflix navigation interface. Elizabeth Stone emphasized that the AI will use behavioral signals - such as trailers watched on a given day or recent searches - to personalize content suggestions in real time. This approach promises a smoother experience and more adapted to the preferences of each user.

• AI chatbot, a step towards the future of personalization

Although currently conversations with AI are not used for personalization, the company confirmed that, in the long term, they will become an important source of data for adjusting recommendation algorithms. Generative artificial intelligence will have access to the entire catalog - movies, series, documentaries - to find the most suitable options for users, based on their descriptions. According to a 2021 survey by Horowitz Research, 44% of users said they have a hard time finding a program to watch on streaming platforms. The initiative comes as a concrete response to this common problem.

• A unique innovation in the streaming platform landscape

To date, none of the major streaming platforms have implemented a search interface that accepts natural language. With this test, Netflix wants to achieve a leading position in digital innovation and open new perspectives for how audiences can interact with online content.