Netflix is testing a new discovery feature run by Openai technology, according to several reports, the aim is how users discover the material on the streaming platform.
The new AI-operated search ability will allow customers to use more natural language questions beyond traditional discoveries for styles or actors. The users will be able to search the material based on more specific criteria including their mood, Bloomberg Report.
Netflix spokesman Momo Zhou confirmed Germ This feature is currently being tested with select users in Australia and New Zealand on iOS devices. Jhou said that the test would expand in the United States “in the coming weeks and months”, although there is no plan to expand the facility beyond the iOS.
During the first quarter income call of Netflix, CEO Greg Peters talked about the importance of improving material search on the stage.
Peters said, “There is more space to improve the discovery and recommended experience, and therefore provide more values for members, and so find the largest audience for our titles,” said Peters.
The new search functionality is opt-in for users, suggesting that Netflix is taking a cautious approach with its latest AI feature-in-testing. “This is the early day for convenience and we are really in a learning and listening phase for this beta,” Jhou said.
AI search comes with other user experience reforms, including a new form of Netflix’s TV app homepage – according to Peters, the first major structural change for the interface in more than a decade. The company plans to roll out the redesign later this year.
Netflix has employed AI and machine learning for its recommendation algorithms in the past, but this new search function will expand the use of the company’s generic AI technology.
Co-CEO Ted Sarandos has earlier stated that AI will help improve film production, but this screenplay will not replace writers and actors such as actors. This is a sensitive topic in Hollywood where many have expressed concern over AI potentially cut jobs and reduce costs.
Netflix reported an increase of 12.5% in the first quarter revenue, reaching $ 10.54 billion compared to the same period last year.
