Netflix is rolling out an artificial intelligence tool to offer personalized recommendations based on users’ moods.
The information comes from a report shared by Bloomberg, which detailed how the streaming platform is exploring the use of OpenAI technology — the company behind ChatGPT — in its search engine.
The tool has already been implemented in the iOS app in Australia and New Zealand and works by factoring in the “subscriber’s mood” when searching for a title. It’s worth noting that the platform asks for the user’s permission before activating it.
MoMo Zhou, a spokesperson for Netflix, confirmed to The Verge that the feature will launch in the United States “in the coming weeks and months,” though there is currently no timeline for other countries or platforms.
“The feature is still in its early stages, and we are truly in a learning and listening phase with this beta version,” Zhou explained.
It’s also important to note that Netflix already uses AI in other parts of the platform. For example, the streaming service uses machine learning to deliver personalized recommendations based on recently watched content.
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