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Netflix Testing AI Content Recommendation Technology
April 13, 2025
Netflix has begun testing new artificial intelligence technology to help subscribers find movies and TV shows to stream.
The SVOD behemoth is reportedly using San Francisco-based OpenAI-powered technology to direct users on iOS devices to preferred content from the streamer’s catalog of more than 8,500 titles. The tech is currently available in Australia and New Zealand, with expansion to the U.S. expected in the near future.
“We think generative AI has tremendous potential to improve our recommendations and discovery systems even further. We want to make it even easier for people to find an amazing story that’s just perfect for them in that moment,” co-CEO Greg Peters said on a fiscal call last summer.
Subscribers can opt-in to using AI, or continue to use the streamer’s current tech, which estimates the likelihood a user will like a particular title based on viewing history, how they rated other titles, and info about the title’s genre, categories, actors, and release year, among other factors. In addition to knowing what subs have watched on Netflix, the streamer bases content recommendations on the time of day, the preferred languages, the devices used and how long they enjoyed a title.
Co-CEO Ted Sarandos, speaking on the same fiscal call, said AI would help content creators “tell better stories,” which he said is at the heart of entertainment.
“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,” he said.
Netflix reports first-quarter fiscal results on April 17.
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