Netflix Is Testing an AI Search Engine Powered by OpenAI for Better Recommendations

Netflix is reportedly developing a groundbreaking feature aimed at transforming how users search for content. According to a Bloomberg report, the streaming giant has started testing a new artificial intelligence (AI)-powered search engine, which is said to be driven by OpenAI’s advanced models.

This innovation replaces the current keyword-based search with a smarter, more intuitive system that understands specific and mood-based search inputs.

Where Is the AI Search Feature Being Tested?

Initial Rollout in Australia and New Zealand

The AI-enhanced search tool is currently being tested with a limited user base in Australia and New Zealand, marking the initial phase of its global rollout. “The feature is currently being tested in Australia and New Zealand with select users,” the report notes.

How the AI Search Engine Works

Smarter Recommendations with Natural Language Understanding

Netflix confirmed to Bloomberg that the AI system can interpret “far more specific terms,” such as the user's mood or content preferences, to help them discover movies or shows. For example, a user may type in, “feel-good movies after a breakup”, and the AI will return personalized suggestions based on Netflix’s content library.

Although Netflix told the publication that the new AI search feature is powered by OpenAI’s AI models, it has not specified which model is being used — whether it's GPT-4, GPT-3.5, or a customized version.

iOS-Only Testing for Now

Currently Exclusive to iOS Users

At this time, the AI search tool is only available on the iOS version of Netflix’s app. A Netflix spokesperson, MoMo Zhou, confirmed to The Verge, “currently, there are no plans to expand the feature outside of the iOS app.” However, as user feedback rolls in, changes may be made to enhance the feature and potentially widen the rollout in the future.

Global Expansion Plans and Uncertainty Around India

Netflix is reportedly eyeing an expansion of the AI feature to more markets, including the United States, in the near future. However, “it is unclear whether India is also part of these markets,” the report added. With India being a major market for Netflix, users in the region might expect the feature later this year.

Netflix’s Ongoing Experimentation with AI

This isn’t Netflix’s first step into AI integration. Over the past few years, the company has experimented with AI tools to enhance content curation, viewing experiences, and even assist in aspects of filmmaking. The new AI-powered search is part of Netflix’s larger push toward making the platform more personalized, responsive, and intelligent for its global user base.

Netflix’s latest releases for May 2025

As of today, Tuesday, April 15, 2025, here's a look at the anticipated Netflix releases for May 2025. Please note that release dates can sometimes shift, so this information is subject to change.

Netflix Original Series:

• Forever (Season 1): Premiering May 8th, this new drama series is based on Judy Blume's novel.  

• Too Hot to Handle: Italy (Season 1): A new international version of the popular reality dating show, launching on May 9th.  

• Pernille (Season 5): The final season of the Norwegian comedy-drama series arrives on May 15th.  

• The Reserve (Limited Series): A Danish mystery series starring Marie Bach Hansen and Excel Busano, expected on May 15th.  

• Sirens (Limited Series): From the creator of Maid, this dark comedy limited series starring Julianne Moore, Meghann Fahy, Milly Alcock, Kevin Bacon, and Glenn Howerton is set to release on May 22nd.

• Forget You Not (Season 1): A Taiwanese comedy drama series about an aspiring stand-up comedian, arriving on May 23rd.  

• Better Late Than Single (Season 1): A Korean reality makeover series, expected on May 27th.  

• Astérix & Obélix: The Big Fight (Season 1): A new animated series based on the popular comic books, launching on April 30th (although very late April, so included here as a very early May release feel).

Netflix Original Films:

• The Biggest Fan: A Spanish comedy film expected on May 1st.  

• Lost Bullet 3 (Balle Perdue 3): The final installment in the French action franchise, arriving on May 7th.

• Nonnas: A comedy film starring Vince Vaughn, where he opens an Italian restaurant with grandmothers as chefs, premiering on May 9th.

• Fear Street: Prom Queen: A new horror movie in the Fear Street universe, expected on May 23rd.  

• A Widow's Game: A Spanish crime thriller based on a true story, arriving on May 30th.  

Netflix Original Documentaries:

• Britain and the Blitz (2025): A documentary looking back at Britain during WWII, using archival footage and interviews, expected on May 5th.

• American Manhunt: Osama bin Laden (Season 1): A docu-series about the hunt for Osama bin Laden, with a currently listed release date of May 14th (though this has been delayed previously).

• Air Force Elite: Thunderbirds (2025): A documentary offering an inside look at the U.S. Air Force's flight squadron, expected on May 23rd.

• Chef's Table: Legends: A new installment in the Chef's Table series, arriving on April 28th (also a late April release leaning into May).  

Licensed Content (Specific to Netflix India may vary):

• The Twilight Saga: All five movies are expected to become available on May 1st.

• Trainwreck (2025): A comedy film starring Amy Schumer, expected on May 1st.

• Past Lives (2023): An Oscar-nominated Korean romance drama, expected on May 1st.

• Paul (2011): A sci-fi comedy starring Simon Pegg and Nick Frost, expected on May 1st.

• Peninsula (2020): A Korean action zombie movie, expected on May 1st.

Important Events:

• Netflix TUDUM 2025: A live global fan event where Netflix will preview upcoming titles, scheduled for May 31st (US) / June 1st (Europe and Asia).  

Keep an eye on the official Netflix app and the "New Releases" section for the most accurate and up-to-date information as May 2025 approaches. 

Conclusion

Netflix’s AI-powered search engine, currently being tested in Australia and New Zealand, represents a major technological leap in how users discover content on streaming platforms. By leveraging OpenAI’s powerful models, Netflix aims to go beyond traditional keyword search and offer mood-based, highly personalized recommendations.

Although the feature is currently restricted to iOS users, the ongoing feedback from testers is expected to influence further development and possibly a wider release.

With plans to expand into more markets — and growing interest in AI across the entertainment industry — Netflix is clearly paving the way for a more intuitive and smarter user experience. As competition in the streaming space intensifies, integrating advanced AI tools may soon become a key differentiator.