This week, Netflix will begin launching a new AI-driven search experience to iPhone users. It’s an limited time opt-in beta that was guaranteed to improve your streaming. The streaming behemoth introduced a brand new ad tech product at its Stream On tech/product expo lovapalooza on Wednesday. This decision underscores its commitment to improving content discovery for their subscribers.
This new feature provides personalized recommendations for shows and movies. That goes to using cutting-edge AI technology to build a much more personalized understanding about what you want.
As part of the initial testing phase, select Netflix subscribers in Australia and New Zealand have already experienced the AI-driven search tool. Bloomberg reported on the feature last month, paving the way for its official announcement on May 7, 2025, at 1:16 AM PDT.
Netflix’s new, AI-powered search experience is a major overhaul of the streamer’s search features as we know them today. By applying sophisticated machine learning algorithms, the new feature aims to get better at suggesting content that directly matches users’ unique preferences.
Any user can opt-in and experience this beta version. This comes as an intriguing new initiative in Netflix’s ongoing campaign to improve the overall viewing experience. The company is particularly focused on making it easier for viewers to discover new content that resonates with their interests.
In that short demo at its developer conference, Netflix showed how the new search tool can answer some more specific queries. For instance, users can input preferences like,
“I want something funny and upbeat.” – TechCrunch article
…and the AI system will then continuously curate a selection that matches those criteria.
These just a few examples to illustrate how the tool can cater to different viewing preferences and moods.
“I want something scary, but not too scary, and maybe a little bit funny, but not haha funny.” – TechCrunch article
Such examples underline the tool’s capacity to accommodate diverse viewing preferences and moods.
