Netflix is leveraging OpenAI’s Large Language Model (LLM) to power its generative AI search, allowing users to use natural-language queries. The platform combines OpenAI's capabilities with its own context about user preferences to deliver personalized results.

The redesigned Netflix homepage features a simpler, more intuitive layout with shortcuts moved to the top for easier access. It also uses visual callouts and color feeding, making it easier to discover trending, award-winning, or popular content. The new design emphasizes live events and gaming, and recommendations are more responsive to user moods and real-time searches.

While the article does not provide explicit details about privacy and data usage, Netflix states it combines OpenAI's LLM with its own context about members, likely using anonymized and aggregated data to personalize recommendations while respecting user privacy. More specific privacy details are expected to be released as the feature rolls out.

Testing for the AI-powered search function begins with an opt-in beta on iOS, with a broader rollout expected in the coming weeks. The feature will be integrated into both TV and mobile apps.

Netflix’s recommendation system now responds in real time to user actions, such as watching trailers, searching for specific genres or actors, and rating shows. This allows the homepage to adapt dynamically, showing more relevant content based on immediate interests and moods.