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A new search engine powered by OpenAI is being tested by Netflix

netflix OpenAI

Netflix is once again pushing the boundaries of technology by experimenting with a new AI-powered search engine, built in collaboration with OpenAI. As reported by Bloomberg, this innovative feature is designed to dramatically enhance how users find content on the platform, making search more intuitive, personalized, and emotionally intelligent.

A Smarter Way to Search: Beyond Titles and Genres

Currently being piloted on iOS devices in Australia and New Zealand, Netflix’s new search functionality allows subscribers to search using highly specific and nuanced terms — including their current mood or preferences. Instead of being limited to typical filters like genre, actor names, or titles, users can now make much more detailed and natural-language queries.

Imagine typing: “Show me a feel-good comedy for a rainy day” or “Find me an intense drama with a strong female lead” — and getting spot-on recommendations instantly.

According to a Netflix spokesperson, MoMo Zhou, the early beta is part of a broader “learn and listen” phase, aimed at gathering user feedback. Zhou confirmed that the test will gradually expand to the United States in the coming weeks and months, but for now, the feature remains exclusive to iOS, with no immediate plans for Android or other platforms.

Why This Matters: The Future of Streaming Is Personal

This move underscores Netflix’s long-standing commitment to leveraging artificial intelligence and machine learning to enhance user experiences. Speaking on The Verge’s Decoder podcast last year, Netflix co-CEO Greg Peters explained the company’s philosophy around AI:

“We’ve used machine learning and AI in our recommendation systems for over 20 years. Our focus is always on how innovation can empower creators to tell better stories and deliver richer experiences to our members.”

By integrating OpenAI’s cutting-edge capabilities into its search engine, Netflix is taking personalization to a whole new level — aiming to not just recommend shows but truly understand the context behind what users want to watch at any given moment.

What’s Next?

OpenAI has yet to comment officially on the partnership. However, it’s clear that this collaboration could mark the beginning of a major shift in how AI tools are integrated into entertainment platforms.

If Netflix’s experiment proves successful, it could set a new standard for content discovery across the streaming industry, making it easier than ever for viewers to find the perfect show or movie — without endlessly scrolling.

For now, the beta is still in its early stages. As Netflix gathers feedback and fine-tunes the system, users can expect more updates and possibly wider access in the near future.

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Sony has announced it will wind down the current version of PlayStation Stars, its loyalty and rewards program launched in 2022. The initiative allowed PlayStation users to earn digital collectibles and points for completing in-game challenges, but it never gained the traction Sony hoped for.

Here’s what we know—and what might come next.


Why Is PlayStation Stars Ending?

In an official PlayStation Blog postGrace Chen (VP of Network Advertising, Loyalty, and Licensed Merchandise) explained:

“Since launching the program, we’ve learned a lot from evaluating the types of activities our players respond best to… We have decided to refocus our efforts and will be winding down the current version of PlayStation Stars.”

Key Reasons Behind the Shutdown

🔹 Low Engagement – Despite offering digital collectibles, the program didn’t resonate strongly with players.
🔹 Shifting Industry Trends – Sony may be pivoting toward new reward structures (possibly integrating with PlayStation Plus).
🔹 No Blockchain/NFT Integration – Unlike competitors (Ubisoft Quartz, Square Enix’s NFT push), Sony avoided blockchain tech, which may have limited its appeal.


What Happens Now? Key Dates & Changes

📅 July 23, 2024 (10:59 AM ET)

  • Last day to earn rewards (points, collectibles, level-ups).
  • No new campaigns will be added after this date.

📅 November 2, 2026

  • Full shutdown of the current PlayStation Stars program.

What About Existing Points & Collectibles?

✔ Points can still be redeemed for PSN wallet funds or games (until November 2026).
✔ Digital collectibles remain viewable in the PlayStation App (but may not transfer to a future program).


What Were PlayStation Stars’ Digital Collectibles?

Unlike NFTs, these were purely cosmetic and non-tradable, including:
🎮 Iconic PlayStation characters (Kratos, Ratchet & Clank, Astro Bot)
🕹️ Nostalgic PlayStation hardware (PS1, PS2, PSP miniatures)
🏆 Limited-edition rewards tied to game milestones

Despite Sony’s initial hype, the collectibles lacked real utility, which may have contributed to the program’s decline.


What’s Next? Will PlayStation Stars Return?

Sony’s wording—“current version”—suggests a revamped loyalty program could arrive later. Possible directions:

🚀 Integration with PlayStation Plus – Exclusive perks for subscribers.
💎 NFT Experimentation? – Sony has filed blockchain patents, but Chen previously denied NFT plans.
🎯 More Gamified Rewards – Better incentives for trophy hunters & frequent players.


Final Thoughts: A Lesson in Gamified Loyalty Programs

PlayStation Stars had potential but ultimately failed to offer enough value to keep players engaged. Its shutdown reflects a broader trend—gamers want meaningful rewards, not just digital trinkets.

If Sony relaunches the program, expect deeper integration with PlayStation’s ecosystem and more tangible benefits.

In a landmark decision, Epic Games has announced that Fortnite will return to the iOS App Store in the U.S. next week—ending a nearly five-year absence sparked by Apple’s infamous 2020 ban. This comes after a federal court ruled that Apple cannot charge commissions on purchases made outside its App Store, dealing a major blow to the tech giant’s lucrative 30% “Apple Tax.”

Epic CEO Tim Sweeney declared the move on X (formerly Twitter), calling it a major victory for developers and consumers” while extending an unexpected peace offer to Apple.

Why Was Fortnite Banned from iOS?

  • August 2020: Apple removed Fortnite after Epic introduced a direct payment system, bypassing Apple’s 30% in-app purchase (IAP) fee.
  • Legal Battle Ensued: Epic sued Apple, accusing it of anti-competitive practices—a case that reached the U.S. Supreme Court.
  • 2021 Ruling: A judge mostly sided with Apple but ordered it to allow external payment links—a ruling Apple resisted.
  • April 2025 Decision: A new court order blocks Apple from taking commissions on outside purchases, forcing a major policy shift.

Epic’s Bold “Peace Proposal” to Apple

Sweeney’s post included a surprising olive branch:

“If Apple extends the court’s friction-free, Apple-tax-free framework worldwide, we’ll return Fortnite to the App Store worldwide and drop current and future litigation on the topic.”

This suggests Epic is willing to end its legal war—but only if Apple abandons its global App Store commission model.

What This Means for iPhone Users & Developers

  1. Fortnite Returns to U.S. iPhones – Gamers can soon download it directly from the App Store (no sideloading required).
  2. Alternative Payment Options – Developers may soon bypass Apple’s fees, leading to lower prices for consumers.
  3. Potential Ripple Effect – If Apple complies globally, other apps (like Spotify, Netflix) could follow Epic’s lead.
  4. EU vs. U.S. Differences – In Europe, Fortnite is already back via Epic’s own store (thanks to the Digital Markets Act), but U.S. users still rely on Apple’s ecosystem.

Will Apple Accept Epic’s Offer?

  • Apple’s Stance So Far: The company has fought fiercely to protect its App Store revenue (estimated at $24 billion annually).
  • Regulatory Pressure: With the EU’s DMA and now U.S. courts challenging its model, Apple may have no choice but to adapt.
  • Possible Compromise: Apple could reduce fees (as it did for small developers) or allow more payment freedom—but a full surrender seems unlikely.

Expert Insight: A Turning Point for App Stores?

As a tech policy analyst with a decade of experience covering Apple-Epic disputes, I believe this ruling could reshape mobile app economics:

✅ More Developer Revenue – If fees drop, indie devs keep more profits.
✅ Consumer Benefits – Cheaper subscriptions, in-game purchases.
✅ Increased Competition – Alternative app stores could rise.

But challenges remain:
❌ Apple’s Compliance – Will it find loopholes?
❌ Security Concerns – Will sideloading increase scams?
❌ Ongoing Legal Fights – Other lawsuits (like Spotify vs. Apple) loom.

What’s Next?

  • Next Week: Fortnite relaunches on iOS in the U.S.
  • 2025 & Beyond: If Apple resists, expect more court battles—if it complies, the App Store monopoly may crumble.

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