Techfullnews

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.

ADVERTISEMENT
RECOMMENDED
NEXT UP

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.

Netflix just dropped the first official trailer for Tudum 2024, its annual global fan event showcasing exclusive reveals, star appearances, and first looks at the streamer’s biggest upcoming movies and shows.

Mark your calendars: Tudum 2024 streams live from the Kia Forum in Los Angeles on May 31st—and if the teaser is any indication, this year’s event will be packed with surprises.


🔥 What’s Coming at Tudum 2024? Major Reveals Teased

🎬 Blockbuster Movie Updates

  • Happy Gilmore 2 – Adam Sandler returns as the iconic golf rebel in the long-awaited sequel.
  • Wake Up Dead Man: A Knives Out Mystery – Daniel Craig’s Benoit Blanc is back for a third whodunit.
  • Guillermo del Toro’s Frankenstein – A star-studded reimagining of the classic tale.

📺 Highly Anticipated Series News

  • Wednesday Season 2 – Jenna Ortega returns as Nevermore’s deadpan detective.
  • One Piece Season 2 – More pirate adventures after the smash-hit live-action debut.
  • Squid Game: The Final Season – The brutal competition reaches its conclusion.
  • Stranger Things Season 5 – The last chapter of Hawkins’ supernatural saga.

🎤 Star Appearances & Live Performances

Netflix promises A-list talent from its biggest projects, plus musical performances (possibly tied to Bridgerton, Arcane, or The Umbrella Academy?).


🎟️ How to Watch Tudum 2024

  • Live in LA? Tickets go on sale May 9th (expect high demand!).
  • Streaming worldwide? Netflix will broadcast the event free for all subscribers.

💡 Why Tudum Matters for Netflix Fans

This isn’t just a hype reel—Tudum is where Netflix drops real news:
✔ First trailers (Remember the Stranger Things Season 4 teaser?)
✔ Surprise renewals (Could Arcane Season 2 get a date?)
✔ Unexpected announcements (New shows? Casting reveals?)

📌 Predictions & Wishlist

  • The Three-Body Problem Season 2 – Will Netflix confirm it?
  • Shadow and Bone Season 3 – Fans are desperate for news.
  • Cobra Kai’s Final Season – A last hurrah for the dojo?

🎥 Watch the Tudum 2024 Teaser Now

▶️ Netflix Tudum 2024 Trailer (Official)


🚨 Final Thoughts: Should You Tune In?

If you love Netflix’s biggest hits, Tudum is must-watch TV. Last year’s event revealed Squid Game Season 2’s cast and Stranger Things 5’s official title—so expect even bigger surprises this time.

ADVERTISEMENT
Receive the latest news

Subscribe To Our Weekly Newsletter

Get notified about new articles