Netflix has unveiled a new generative AI-powered search tool, enhancing its user experience with a conversational interface. The announcement came on Wednesday during the company's tech and product event, following hints made during a recent earnings call. This innovative feature leverages OpenAI’s ChatGPT to allow users to find content through natural language queries. For example, they can input simple preferences like “I want something funny and upbeat,” or more nuanced requests like “I want something scary, but not too scary, and maybe a little bit funny, but not side-splittingly so.” This approach aims to make the discovery process more intuitive and user-friendly. The new search tool is scheduled to roll out this week as an opt-in beta for iOS users. Select subscribers in Australia and New Zealand have been testing it since last month, according to Bloomberg. While Netflix is not the first to integrate generative AI into its search capabilities, it is joining a growing trend. Amazon, for instance, uses AI voice search on its Fire TVs to respond to open-ended questions about TV shows and movies. Another competitor, Tubi, introduced a ChatGPT-powered search tool that suggested content based on user queries. However, Tubi later discontinued this feature, possibly due to low user adoption. Whether Netflix’s version will fare better remains to be seen. During the tech and product event, Netflix also outlined additional plans for using generative AI. One notable update involves automatically generating title cards in subscribers' preferred languages, further personalizing the viewing experience. These developments reflect Netflix's commitment to leveraging AI technologies to enhance user satisfaction and engagement. As more companies explore AI-driven features, the success of Netflix’s new tool could provide valuable insights into the potential and limitations of such innovations in the streaming industry.