Netflix is testing an OpenAI-powered search tool that offers more specific search terms for content, such as mood or even recommendations.
The tests are currently taking place in Australia and New Zealand on iOS devices, with trials due to be expanded to the US in the coming weeks and months, but only on the iOS platform.
Netflix has forms of AI and machine learning in its recommendation engines, which it sees as a way of supporting story tellers, and improving user experiences.
This move by Netflix into AI- searches is a clear move by the company to innovate its offering and maintain its market position in the face of increasing competition in the online content streaming market.