Netflix is testing new artificial intelligence technology to help subscribers find movies and TV shows to stream. The technology, powered by OpenAI, is aimed at directing users on iOS devices to preferred content from Netflix’s catalog of over 8,500 titles. The technology is currently being tested in Australia and New Zealand, with plans to expand to the U.S. in the near future. Subscribers can opt-in to using AI or continue using the current recommendation system that estimates the likelihood of a user liking a particular title based on viewing history, ratings, and other factors.
Netflix co-CEO Greg Peters believes that generative AI has the potential to improve recommendations and help users find the perfect story for them at that moment. The streamer also factors in other variables like time of day, preferred languages, devices used, and viewing duration to make personalized content suggestions. Co-CEO Ted Sarandos highlights how AI can help content creators tell better stories, emphasizing the role of technology in building successful entertainment businesses.
Netflix is set to report its first-quarter fiscal results on April 17, and the new AI technology could play a significant role in enhancing the user experience and driving engagement. The streaming platform’s move towards AI-powered recommendations aligns with industry trends, with other services also exploring the potential of AI in content discovery. The use of AI in entertainment is seen as a way to not only improve user experience but also support content creators in delivering compelling stories to audiences.
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