Netflix is set to revolutionize the way viewers discover content with its latest innovation: an AI-powered search feature that understands your mood. Powered by OpenAI’s advanced language models, this new tool allows users to search for movies and TV shows using natural, conversational prompts, making the endless scroll a thing of the past and bringing a more personalized, emotionally intelligent experience to your screen.
Unlike traditional search engines that rely on keywords, genres, or actor names, Netflix’s new feature lets users type in nuanced, mood-driven queries such as:
“Something light-hearted but emotional”
“A gritty crime drama that isn’t too dark”
“Shows that feel like a warm hug”
“Feel-good movies after a breakup”
The AI interprets these requests, understands the emotional context, and recommends titles from Netflix’s vast library that best match your current vibe. The technology is currently being tested as an opt-in feature for iOS users in Australia and New Zealand, with a broader rollout planned for the United States and other markets in the coming months.
This marks a significant evolution in content personalization. Netflix has long used machine learning to suggest titles based on your viewing history, but this new approach goes further bridging the gap between how people actually think about what they want to watch and what algorithms can deliver. Instead of sifting through endless genres, users can express what they’re in the mood for in their own words, and the AI will do the rest.
“It’s early days for the feature and we’re really in a learn and listen phase for this beta,” said a Netflix spokesperson, highlighting the company’s commitment to refining the tool based on user feedback.
Netflix’s new search is built on OpenAI’s generative AI, giving it a conversational edge and the ability to understand complex, context-rich prompts. This shift from static, mechanical recommendations to dynamic, emotionally aware suggestions mirrors the kind of advice you might get from a friend, making the streaming experience more relatable and enjoyable.
If successful, mood-based AI search could transform how millions of people browse for entertainment, making streaming feel less like a chore and more like a personalized journey. It also positions Netflix as a leader in integrating generative AI into consumer-facing media, with potential future applications ranging from smarter personalization to AI-assisted content creation.