Netflix also wants to take advantage of the AI boom. The VOD giant has begun testing a search engine that relies on generative artificial intelligence in certain countries, our colleagues at Bloomberg report. This search engine, integrated into the Netflix app, is based on technologies developed by OpenAI, the startup behind ChatGPT. Behind the engine is one of the GPT language models developed by the American company. It's unclear which model it is. Unless there's a surprise, Netflix is likely using a personalized version of one of the AI models.
A Netflix series according to your mood
The tool is designed to help subscribers find the series or movie they want to watch. To search for content, customers will be able to use original information, such as their current mood. It's no longer a question of simply searching for genres or actor names to browse the catalog. If you're in a lighthearted mood, Netflix might recommend comedies. On the other hand, if you're more of a darker type, it might point you toward dramas or thrillers.
Netflix seems well aware that a large portion of its subscribers spend hours searching for content in its catalog, never managing to decide. With the help of AI, Netflix will be able to offer shows calibrated to users' current needs. The service's recommendation algorithm, which prides itself on evolving over time by studying subscribers' viewing habits, may have some competition. However, the two approaches promise to be complementary. Netflix has remained silent on the details of the feature. The VOD leader did not wish to say more at this stage.
A test underway on iOS
The engine is already available on iOS in Australia and New Zealand. Questioned by The Verge, Netflix confirmed that a test is indeed underway and that it will be extended to the United States "in the weeks and months to coming soon.
For now, the feature is reserved for the Netflix iPhone app. There are no plans to bring the engine to Android at this stage of testing. Depending on the feedback, Netflix could obviously decide to offer the engine on all platforms. If it's successful, other streaming giants, like Disney+ or Amazon Prime Video, could also follow suit.
Source: Bloomberg
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