Netflix Inc. NFLX has begun testing a man-made intelligence–powered search engine that allows subscribers to search out motion pictures and TV exhibits primarily based on their feelings, preferences, or particular conditions.
What Occurred: The characteristic, powered by OpenAI expertise, is at present out there to pick customers in Australia and New Zealand utilizing iOS units. Netflix says the check will develop to extra markets, together with the U.S., within the coming weeks, reported Bloomberg.
The streaming large has lengthy used machine studying and AI to energy its advice algorithm, however this new instrument marks a major enlargement in user-facing AI options.
See Additionally: Netflix To Launch First MMO Video Recreation: Is It The Streaming Firm’s Greatest Gaming Guess But?
Not like the present search instrument, which depends on primary inputs like actor names or genres, the
Subscribers should choose in to check the brand new instrument, a departure from Netflix’s typical follow of quietly rolling out new options, the report famous.
Why It Issues: Netflix’s viewership jumped by nearly 8% within the first quarter of 2025, reflecting strong positive aspects in each subscriber depend and income.
Though the inventory trades at a premium, analysts consider the present consensus forecasts are modest, justifying a $1,000 worth goal primarily based on a 33x a number of of projected 2026 earnings.
Final yr, Netflix co-CEO Ted Sarandos stated that AI is unlikely to take over the artistic roles of writers, actors, and administrators inside the leisure business.
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“I do not consider that an AI program goes to put in writing a greater screenplay than a fantastic author, or goes to interchange a fantastic efficiency, or that we cannot have the ability to inform the distinction,” he said.
The streaming firm has beforehand drawn criticism after posting a machine studying product supervisor place with a hanging annual wage vary of $300,000 to $900,000.
Value Motion: Up to now this yr, Netflix shares are up 3.56%, whereas they’ve surged 47.44% over the previous 12 months, in accordance with Benzinga Professional knowledge.
Benzinga Edge’s Inventory Rankings award Netflix a powerful development rating of 69.69%. Need to see the way it compares to different shares? Click on right here for the complete breakdown.
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