Netflix is testing a new recommendation engine that uses OpenAI technology to suggest viewing options based on input that goes beyond the usual parameters of cast and genre. The system is being introduced gradually and is already available in Australia and New Zealand where subscribers must opt-in to try it out, reports say, noting it allows input of more nuanced parameters, including mood, to populate search results. The partnership underscores OpenAI’s efforts to have its technology applied practically and commercially as it seeks to transition from a non-profit to a for-profit public benefit business structure.

Bloomberg says Netflix’s OpenAI-powered engine is at present geared to mobile and “only available on iOS devices. The test will soon expand to several markets, including the U.S.”

“If Netflix decides to proceed with it and the feature makes it out of its testing phase, we’re sure it’ll eventually make its way to Android devices too,” writes Android Police.

Netflix has been using artificial intelligence and machine learning for features including its own recommendation algorithm, which suggests titles based on information including a customer’s viewing history.

The company has been experimenting with ways to expand use of AI technology, “whether for internal processes or filmmaking,” Bloomberg writes, noting that
co-CEO Ted Sarandos has said AI will help improve filmmaking but won’t replace creative personnel like screenwriters and actors.”

“It’s early days for the feature and we’re really in a learn and listen phase for this beta,” a Netflix spokesperson told The Verge, which cites an interview in which Netflix co-CEO Greg Peters said the company has “a long history of using machine learning and artificial intelligence in our recommender systems” that dates back “for 20-some years.”

A report from the Business Research Company found that the content recommendation market has “grown exponentially” to $10.67 billion in 2025, a trend due to increased digital content, user engagement, personalization trends and competition among streaming services.