Netflix Reportedly Testing OpenAI For Content Recommendation

Key Highlights

• Netflix and OpenAI are reportedly testing AI-based search feature.

• Select iOS users in Australia and New Zealand have access to it.

• New OpenAI-powered search feature can understand natural language to recommend fresh content.

OpenAI, now popularly known for boosting Ghibli filters, is advancing its presence in the market. If reports are true, then the most recent advancement is with Netflix. The streaming platform currently offers traditional features to users when it comes to searching for new content which could be a show or a movie. AI integration could soon change that.

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Netflix hosts over 300 million paid subscribers from more than 190 countries. The data, according to Netflix Investors, signals that the AI integration, if tested successfully, will benefit a large number of users all over the world by making it convenient to browse new content.

Netflix Testing OpenAI

OpenAI’s capabilities are being tested against the traditional method of searching for new content. Netflix allows users to see recommendations based on their viewing habits. However, the OpenAI-powered search facility intends to change that. The implementation will help users look for something fresh at a broader scale based on their moods, emotions, and themes, or even the detailed description they provide.

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Simply put, Netflix and OpenAI are looking to transition from a traditional method to a more intuitive and personalized search method. To reiterate, Netflix testing OpenAI is only a report that is yet to be confirmed by either of them. Business Standard, for one, has quoted Bloomberg as its source while drafting the piece.

It is also anticipated that the new OpenAI-based search function will have the capability to understand the natural language of a user. Anyone would be able to feed data in their daily life language and that would suffice to see recommendations. Needless to say, using keywords like the name of an actor or genre could still help get better results.

OpenAI in the Industry

According to the business section of OpenAI, its common use cases are ChatGPT Team, ChatGPT Enterprise, and API Platform. These are available at a certain price and some products require an enterprise to connect with the sales team to receive a price quotation.

It is safe to assume that OpenAI already has its products placed in the industry and Netflix is possibly just another, but important, client. As of mid-late 2024 and according to Foundation Marketing, OpenAI has partnered with the likes of Apple, Vox Media, WAN-IFRA, Wall Street Journal, and Reddit.

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Meanwhile, OpenAI is working to connect with users in the best possible manner. Ghibli filter continues to dominate as a trend in everyone’s social circle despite experts raising privacy-related concerns.

Conclusion

Netflix and OpenAI are reportedly testing the AI-search functionality on iOS. A select number of users across Australia and New Zealand have access to it. If successful, it will be rolled out to a broader global audience. Neither Netflix nor OpenAI has stated a timeline but it is anticipated that users in the US could get access to OpenAI-powered AI search functions in the coming weeks. Or, they could soon get early access to the feature before others.

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