Netflix Test AI-Powered Features for Personalized Recommendations in New Zealand and Australia

Netflix Test AI-Powered Features for Personalized Recommendations in New Zealand and Australia

Last Updated Apr - 14 - 2025, 04:17 PM | Source : Fela News

Netflix is testing a new AI-driven feature that allows users to search for personalized recommendations using natural language queries. Currently available for

Netflix is working on something new, something smarter, an AI version that would change the recommendation game and introduce more personalized suggestions to the users (according to a Bloomberg report confirmed by Netflix). This feature is now being tested in New Zealand and Australia.

For instance, instead of just typing in a genre or an actor’s name, now the users can look up, “funny movies to watch when I’m feeling stressed” or “shows with strong female leads set in the 90s,” and Netflix would roll out suggestions to watch.

Right now it’s a feature available for the ios users and Netflix says it plans to bring this feature in the US soon, no word has been spoken about whether it’s going to be available to android users or not.

Netflix spokesperson MoMo Zhou told The Verge that the feature is still in the early stages of testing, with the company in a “learn and listen” phase to understand how users engage with it before determining the next steps. OpenAI, the tech behind the AI powering this feature, has not yet commented on the collaboration.

Although Netflix has been using AI in its recommendation system for over two decades, this marks a significant progression. Last year, Netflix co-CEO Greg Peters hinted that the company was exploring ways to leverage AI not only for recommendations but also to enhance storytelling and user experiences.

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