Netflix Tests AI to Elevate Streaming Experience
April 13, 2025
Netflix has begun testing new artificial intelligence technology designed to enhance how subscribers discover movies and TV shows. This initiative leverages OpenAI-powered technology to direct users on iOS devices toward recommended titles from the streaming platform’s extensive catalog of over 8,500 options.
The tech is currently being tested in Australia and New Zealand, with plans for expansion to the United States anticipated in the near future.
Greg Peters, co-CEO of Netflix, remarked during a fiscal call last summer, ‘We think generative AI has tremendous potential to improve our recommendations and discovery systems even further.’ He emphasized the goal of making it easier for viewers to find stories that resonate with them.
Subscribers can opt-in to the AI-driven recommendations, though they will also have the choice to continue using the existing technology that assesses viewing history, ratings of other titles, and various related information such as genres and release years to curate suggestions.
Netflix analyzes factors such as viewing times, language preferences, and the duration viewers engage with a title to refine its content recommendations. Co-CEO Ted Sarandos highlighted the potential of AI in helping content creators, stating, ‘If you look back over 100 years of entertainment, you can see how great technology and great entertainment work hand in hand to build great big businesses.’
Investors will await Netflix’s first-quarter fiscal results, scheduled for release on April 17.
- 0 Comments
- Content Recommendations