It’s Friday night, you’re sprawled on the couch, remote in hand, scrolling through Netflix’s endless catalog. You’re not sure what you’re in the mood for—maybe something uplifting, maybe something gritty, or heck, maybe just something weird. The snacks are ready, but the search? It’s dragging. We’ve all been there, stuck in that limbo of indecision, wishing Netflix could just get us. Well, hold onto your popcorn, because Netflix is testing a new search feature powered by OpenAI that might just read your mind—or at least come pretty close.

According to Bloomberg, Netflix is dipping its toes into the world of artificial intelligence in a big way. They’re rolling out a new search engine that promises to make finding your next binge-watch less of a chore and more of a conversation. This isn’t your standard “type in a genre and pray” search bar. Instead, it’s designed to let you get specific—really specific. Want a show that matches your current mood, like “I’m feeling nostalgic for the ’90s”? Or maybe you’re after a movie that’s “dark but not too depressing”? This OpenAI-powered tool aims to understand those quirky, human requests and serve up recommendations that hit the mark. It’s like having a friend who’s seen every show on the platform and knows exactly what you need.

For now, this shiny new feature is in its early days, and Netflix is taking it for a spin with a select group of users in Australia and New Zealand. If you’re an iOS user in one of those countries, you might already have the chance to opt into this beta test. (Sorry, Android and web users—looks like you’re sitting this round out.) Netflix spokesperson MoMo Zhou confirmed the details to The Verge, noting that the company is in a “learn and listen” phase. Translation: they’re tinkering, testing, and figuring out what works before they bring this to the rest of us.

The plan is to expand the trial to the US in the “coming weeks and months,” though Zhou was clear that, for now, there’s no roadmap for rolling it out beyond iOS. That’s a bit of a bummer if you’re glued to your Roku or smart TV, but it makes sense—iOS is a controlled environment, perfect for ironing out the kinks. Still, it’s hard not to wonder how this might eventually play out on other devices, like your Apple TV or gaming console, where voice commands could make mood-based searches even smoother.

Why AI? Why now?

Netflix isn’t new to AI—far from it. If you’ve ever marveled at how the platform seems to know you’d love that obscure documentary about deep-sea creatures, you’ve already experienced their AI magic. For years, Netflix has leaned on machine learning to power its recommendation algorithm, analyzing your viewing habits to suggest titles you’re likely to enjoy. In a 2024 interview on the Decoder podcast, Netflix co-CEO Greg Peters talked about how the company has been using AI and machine learning for decades to fine-tune its recommender systems. This new search feature, though, feels like a step beyond—less about predicting what you’ll like based on past watches and more about meeting you where you are right now.

So why partner with OpenAI, the folks behind ChatGPT? It’s a natural fit. OpenAI’s tech is built for understanding natural language—the messy, nuanced way humans actually talk. Instead of forcing you to think in rigid categories like “comedy” or “Tom Hanks movies,” this search engine lets you throw out prompts that sound like something you’d text a friend. “Find me a thriller that feels like Gone Girl but with a happier ending.” Or, “I want a show to cheer me up after a rough day.” OpenAI’s AI can parse those requests, dig through Netflix’s massive catalog, and pull out options that feel tailor-made. It’s not just searching; it’s conversing.

AI in streaming

Netflix’s move comes at a time when AI is popping up everywhere in the entertainment world, and not always without controversy. Just look at Amazon’s Prime Video, which has been testing AI-powered dubbing to make shows more accessible across languages. Or Google TV, experimenting with AI-generated news summaries (which, let’s be honest, not everyone’s thrilled about). Netflix itself faced some backlash a few years ago when it started dabbling in AI for things like trailer editing, with critics worrying it might sideline human creatives. This time, though, Netflix seems to be playing it cautious—making the feature opt-in and keeping the rollout low-key, likely to avoid stepping on any toes.

There’s a reason for the tiptoeing. AI in media is a hot-button issue. Some see it as a game-changer, streamlining processes and personalizing experiences. Others worry it could erode the human spark that makes art, well, art. Netflix’s new search tool sidesteps some of those thornier debates—it’s not about replacing writers or directors but about helping viewers cut through the noise. Still, it’s a reminder that AI’s role in streaming is only going to grow, whether it’s fine-tuning recommendations, optimizing subtitles, or, in this case, reimagining how we search.

What’s next?

For now, Netflix is keeping things experimental. Zhou’s “learn and listen” comment suggests they’re open to feedback, which is a good sign. If the beta testers in Australia and New Zealand love it, we could see this feature become a staple of the Netflix experience, maybe even evolving to include voice searches or integration with smart assistants like Siri or Alexa. Imagine saying, “Hey, Netflix, find me something to watch while I eat my pizza,” and getting a curated list of feel-good comedies. The possibilities are exciting, but they also depend on how well OpenAI’s tech can deliver on its promise—and whether users actually want this level of personalization.

There’s also the question of scale. Netflix’s catalog is massive, with over 8,500 titles globally as of last count, and growing. An AI that can sift through all that content and still understand something as subjective as “mood” has to be pretty darn smart. Early reports suggest OpenAI’s tech is up to the task, but it’s not hard to imagine hiccups—like recommending The Crown when you’re in the mood for a laugh, just because you watched a historical drama last week. The beta phase will be crucial for working out those bugs.

A viewer’s dream or a gimmick?

So, is this the future of streaming, or just a flashy experiment? It’s too soon to say. On one hand, a search tool that gets your vibe could solve the age-old problem of “too many choices, not enough time.” On the other, there’s a risk of overcomplicating things—sometimes you just want to type “action movies” and call it a day. Plus, there’s the privacy angle. AI that understands your mood might need to know a bit more about you than the average search bar, and while Netflix has a solid track record on data handling, it’s something to keep an eye on.

For now, I’m cautiously optimistic. If Netflix and OpenAI can pull this off, it could make those Friday nights on the couch a lot more fun. No more endless scrolling, no more settling for a so-so pick just because you’re tired of looking. Just you, your snacks, and a show that feels like it was made for you. Here’s hoping the beta testers give it a thumbs-up—and that the rest of us get to try it soon.