Netflix tests AI voice search for movie and TV recommendations
Netflix began testing an opt-in AI voice search beta on iPhones and iPads, letting viewers ask for shows in natural language like "something funny and upbeat."
Netflix began testing a limited, opt-in AI voice search for a small group of iPhone and iPad members, letting them ask for movies and TV shows in their own words instead of typing keywords. The beta is designed to make discovery feel more like asking a friend for a recommendation, with prompts such as "something funny and upbeat" and the ability to refine results in the moment by mood and taste.
The feature is aimed squarely at one of streaming’s biggest headaches: too many choices and too much scrolling. Netflix said members in the test can switch back to standard search at any time, then send feedback on whether the results were helpful. That makes the rollout as much a usability experiment as a technology upgrade, with Netflix trying to see whether conversational search can reduce the friction that keeps viewers from landing on something to watch.
The search test arrived alongside a broader redesign of Netflix’s TV experience announced on May 7, 2025. The update moved Search and My List shortcuts to the top of the homepage and made recommendations more responsive to what viewers are feeling and looking for in the moment. Netflix also said it was testing a vertical video feed for mobile, part of a wider attempt to simplify navigation across devices.
Eunice Kim, Netflix’s chief product officer, and Elizabeth Stone, its chief technology officer, said the goal was to make the service simpler, easier and more intuitive so members can more easily find something great to watch. Netflix has long treated recommendation and search technology as central to its product strategy, and it has said those algorithms are pivotal to personalized entertainment suggestions.
The company is also exploring generative AI in the discovery experience in partnership with OpenAI. The updates are set to roll out globally in the coming months, giving Netflix a chance to test whether voice-led, mood-based prompts can deliver a real edge over rival recommendation systems in a crowded streaming market.
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