Recommendation SystemVerified
Reviewed and published by trentmaziarz, April 22, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
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.
Products affected
Netflix iOS App
Sources & Evidence
News Article
Cite this record
Trace Foundation. (2026). Netflix: 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 (data as of 2026-04-22) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/4028d4ec-c391-4c0b-8e00-514d323e5e41. Accessed September 10, 2026.
- Stable link
- https://www.aitrace.org/r/practice/4028d4ec-c391-4c0b-8e00-514d323e5e41
- Data as of
- April 22, 2026
- Last verified
- April 22, 2026
Other practices by Netflix
Data AnalysisNetflix uses predictive analytics and machine learning to inform internal decisions about which original series and films to greenlight, license, or renew, by analyzing viewer behavior data to forecast a project's likely success.Creative GenNetflix deployed generative AI tools in at least two of its original productions in 2025: the Argentine sci-fi series 'The Eternaut,' where AI generated a building collapse sequence, and the film 'Happy Gilmore 2,' where AI de-aged characters in an opening flashback scene. Netflix's in-house Eyeline Studios unit executed these effects, and the company published formal guidance for production partners on acceptable generative AI use in August 2025.RecommendationNetflix deployed a machine learning recommendation system that personalizes the content each subscriber sees on their homepage, selecting which titles to surface and in what order based on that person's viewing history, search behavior, and patterns from similar users.
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