Netflix Try the search engine with IA for subscribers to find programs based on mood, not only genres or actors. | Photo credit: Reuters
Netflix Inc. is testing a new search technology that uses artificial intelligence to help subscribers find television and movies, expanding its use of technology.
The search engine with Openai people allows customers to search for programs using much more specific terms, including the mood of the subscriber, for example, the company said. Then you will recommend options for the company’s catalog.
Some customs in Australia and New Zealand can already use the tool, which is only available on iOS devices. The test will soon expand to several markets, including the United States, said Netflix.
The search promoted will allow customers to raise consultations that go beyond the names of genres or actors, as an alternative to current tools in the service. Netflix has long used artificial intelligence and automatic learning for certain purposes, such as its annulled recommendation algorithm, which pushes titles based on a client’s visualization history.
The company has been experiencing with ways to expand the use of technology, either for internal processes or films. The Executive Co-Chief, Ted Saraonds, said the AI will help improve the creation of films, but won to replace creative personnel such as screenwriters and actors.
However, management is sensitive to possible criticisms of the use of AI technology. Many in Hollywood have worried that companies like Netflix use artificial intelligence to reduce jobs and reduce costs.
Typically, when Netflix presents a new feature, simply delivery to customs. In this case, subscribers must choose to try it.
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Posted on April 12, 2025