Netflix looks to be poised to take their user experience to the next level. This week, the platform began to make a new, AI-powered search feature available to iOS users, as an opt-in beta. The streaming giant officially announced this innovative tool on May 7, 2025, at 9:16 AM PDT during its tech and product event. Netflix teased out the feature in a recent earnings call. This action further demonstrates their serious commitment to innovation and simplifying content discovery for their subscribers.
The new AI-powered entertainment search experience is designed to make TV and movie recommendations based on each person’s specific taste profile. Netflix is gonna completely change its search experience by leveraging new advanced artificial intelligence. This improvement makes it even easier for users to find the content that’s most relevant to them. Subscribers in Australia and New Zealand have already enjoyed access to this feature. Their input has been invaluable in helping Netflix shape the tool to paint the sharpest picture.
At the event, Netflix producers brought the new interactive feature to life, demonstrating how it could change the way users experience the platform. View a screenshot of the functionality here.
Netflix’s newest rollout, while a no-brainer, plays right into its continued mission to make the user experience as seamless and effortless as possible. As the company pointed out, content discovery is a perennial challenge in a platform that has quickly become hugely diverse. Through embracing an AI-driven approach, Netflix hopes to bring viewers a more intuitive and personalized process of viewing their favorite shows and movies.
With the release of this new tool, users will be able to submit their content needs in a more targeted way. For instance, one user might say, “I want something funny and upbeat,” while another could request, “I want something scary, but not too scary, and maybe a little bit funny, but not haha funny.” These differences in user intent further amplify the need for a more personalized search experience.
Now Netflix is making this a priority and rolling it out full-speed. The company is actively soliciting user feedback on the recommendations to better focus their messaging. The company hopes that by offering an opt-in beta version, users will feel engaged and invested in shaping this new search experience.
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