Do Son 
According to a Bloomberg report, Netflix has integrated OpenAI’s artificial intelligence technology into the search functionality of its streaming service, aiming to help users more effortlessly discover content tailored to their individual preferences.
This feature is currently being rolled out to a select group of users in Australia and New Zealand, with initial testing focused on iOS devices. Beyond traditional search methods—such as entering the title of a show or the name of an actor—users can now search based on content type, emotional tone, or even specific plot elements.
Previously, Netflix had already employed AI to enhance the viewing experience, leveraging machine learning to understand user preferences and recommend suitable shows accordingly. Through its collaboration with OpenAI, the company now hopes to further refine this experience, making it even easier for users to find content that resonates with their interests.
Following its initial trial in Australia and New Zealand, Netflix plans to expand this feature to additional regions, including the United States, and to extend support to the Android platform and other Netflix-enabled services.
