Netflix is dipping its toes deeper into AI waters—this time with a smarter search tool that’s supposed to help you find something to watch without scrolling endlessly like a zombie on autopilot.
Built on OpenAI tech, the new search engine lets users get hyper-specific. Think: “I want a feel-good drama about second chances” or “give me something moody and slow-burn, like Breaking Bad but British.” It’s not just keyword search anymore—it’s conversational, context-aware, and (in theory) mood-matching.
Right now, the feature is being tested quietly on iOS in Australia and New Zealand, with a rollout planned for the U.S. and other markets. But unlike the usual Netflix updates that just show up one day, this one is opt-in only—for now.
We’ve seen AI recommendation engines before. Netflix has used machine learning for years to serve up suggestions based on your watch history. Sometimes it’s on point. Sometimes it’s like, “because you watched Narcos, here’s a Korean cooking show.” So the bar is… inconsistent.
What’s different this time is that it understands how you feel. Or at least, it pretends to.
And here’s where it gets interesting: this is part of a bigger trend in AI where search becomes less about exact terms and more about intent. That’s cool. But it’s also very “tech-bro promising the future” territory. Are we getting better content discovery? Or are we just slapping AI on everything because it’s the 2025 equivalent of putting “blockchain” in your pitch deck?
Netflix co-CEO Ted Sarandos says AI will “improve filmmaking,” not replace the creatives behind it—and that’s probably more damage control than philosophy. After all, Hollywood’s still tense after last year’s strikes, with many creatives worried about being automated out of a job.
So yes, smarter search is nice. Yes, AI can be helpful. But the bigger play here is clear: Netflix wants to be seen as an innovation leader, not just a content library. And if AI can make you stop bouncing between streaming apps for 20 minutes before giving up, then maybe it’s worth it.
But I’ll believe it when I see it. On Android. In South Africa. With results that actually understand my vibe at 10 p.m. on a Tuesday.
