Netflix Tests AI Voice Search for TV Picks

Netflix has begun testing a new AI-powered voice search feature with a limited number of subscribers in the U.S. This tool allows users to request viewing recommendations using natural language, providing suggestions for a wide range of requests, from the obvious to the highly specific. For example, asking for "fun kids TV shows about death" yielded recommendations like "A Series of Unfortunate Events."

The new voice search function circumvents the built-in search capabilities of smart TV operating systems. This strategic move by Netflix highlights the ongoing power struggle between streaming services and TV platform providers, as Netflix aims to keep users within its ecosystem and exclusively promote its own content. This feature is currently accessible on some devices, including those running Google TV, but not others like Roku or Fire TV.

While still in beta, the AI shows impressive capabilities, though it has limitations. For instance, it currently does not seem to integrate with Netflix's personalization engine for tailored suggestions based on viewing history. Additionally, narrowing down search results using descriptive terms like "more quirky" sometimes leads to inaccurate recommendations. Despite these initial challenges, Netflix's independent voice search offers a distinct alternative to the universal search functions offered by smart TV platforms.