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Netflix builds AI search to fix user frustration, simplify content discovery

The news: Netflix is testing an in-platform AI search engine that’s designed to simplify and personalize users’ content discovery journeys.

  • The OpenAI-powered feature lets users look for shows based on highly specific terms—including their current mood—instead of just title, genre, or actors, per Bloomberg.
  • The search offering is available to some subscribers on iOS devices in Australia and New Zealand and will soon come to the US and other markets.

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