Netflix integrated an OpenAI ChatGPT-powered search feature into its mobile app that allows subscribers to find content using natural, conversational language instead of keyword searches.

Launched as an opt-in beta for iOS users in May 2025, the feature was initially piloted with users in Australia and New Zealand before broader rollout. Users can enter requests such as 'I want something funny and upbeat' or 'something scary but not too scary,' and the system returns relevant title suggestions. Netflix announced the feature at a May 2025 product event alongside a homepage redesign, describing the search as responding to viewers' 'moods and interests in the moment.' Netflix's Chief Technology Officer Elizabeth Stone confirmed that the AI search tools accommodate more conversational inquiry styles.