Netflix is currently testing a generative AI tool designed to assist subscribers in finding suitable content through conversational prompts.

Elizabeth Stone, the company's Chief Technology Officer, stated during a press conference that the aim is to enable users to search for shows and movies using everyday language phrases.

For instance, a user might express a desire to watch 'something funny and fast-paced' or 'a moderately scary action film that still has some humor'.

The new feature, which is in a testing phase, will be available to a broader audience starting this week.

It operates similarly to existing AI assistants such as ChatGPT and Gemini, generating content recommendations based on user input.

Until this point, subscribers have primarily searched for content using the title of a show or by entering details such as the name of an actor, director, or genre.

The new tool is currently available in an optional beta version for Apple's iOS system, with no current plans for a wider rollout.

This development is part of a larger initiative by Netflix to redesign its main menu, announced earlier this week, aimed at simplifying navigation and search capabilities on the platform.

In a further long-term vision, Netflix anticipates using conversations from the chatbot as a personalization tool, although the current application does not include this feature.

A survey conducted by Horowitz Research in 2021 indicated that 44% of respondents reported difficulties in finding content to watch on streaming platforms.