Netflix Tests OpenAI-Powered Mood-Based Search Feature

Netflix has begun testing a new search feature powered by OpenAI technology, allowing users to find content based on moods, themes, and detailed queries—going well beyond traditional search filters like genres or actor names.

The new AI-enhanced feature is currently available to some users in Australia and New Zealand on iOS and is an opt-in feature. A broader rollout in the U.S. is expected “in the coming weeks and months,” according to Netflix spokesperson MoMo Zhou, who confirmed the report originally published by Bloomberg.

How the Feature Works

Rather than simply searching for “comedy” or “starring Sandra Bullock,” users might enter prompts like:

• “Something light-hearted but emotional”

• “A gritty crime drama that isn’t too dark”

• “Shows that feel like a warm hug”

The AI then interprets these nuanced requests and returns personalized suggestions. The approach aims to reflect how viewers actually think and feel when browsing for entertainment—especially when they don’t have something specific in mind.

“It’s early days for the feature and we’re really in a learn and listen phase for this beta,” Zhou told The Verge.

A Natural Extension of Netflix’s AI Roots

Netflix has long used artificial intelligence in its recommendation engine, and this new integration builds on two decades of machine learning innovation. In a past interview with The Verge’s Decoder podcast, Netflix co-CEO Greg Peters emphasized the company’s ongoing interest in emerging technologies.

“We think that our job is to be proactive about understanding where there’s technical innovation… and also then to serve our members better user experiences,” Peters said.

While the new AI search is limited to iOS for now, it reflects Netflix’s continued push to personalize content discovery—now with the help of OpenAI’s natural language capabilities.

What This Means

Netflix’s test of mood-based AI search highlights a growing trend in consumer tech: integrating generative AI into everyday interfaces to make them more intuitive, conversational, personalized, and emotionally intelligent.

If successful, the feature could reshape how millions of people browse for entertainment—transforming vague feelings into concrete suggestions. It also positions Netflix as an early adopter of OpenAI’s tools within the consumer-facing media space, possibly opening the door to further AI integrations, from storytelling tools for creators to smarter personalization across platforms. And if Netflix's innovative search can transform the subtle hints you input about your mood into tailored, cinematic journeys, streaming may soon feel less like browsing and more like an act of self-care than a search bar.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.