Netflix said on June 3 that it is using generative AI and natural language processing to improve content discovery.

At the Bloomberg Tech conference in San Francisco, chief product and technology officer Elizabeth Stone said the streaming company is testing a voice user interface and other features to make recommendations better reflect what viewers want to watch at that moment.

The comments follow an earlier effort in which Netflix started testing a conversational search tool in a small, opt-in beta for iPhone and iPad users.

So far, Netflix has publicly described the feature only for iOS and iPadOS devices.

The test builds on Netflix’s existing recommendation system, which uses viewing history, ratings, similar users’ behavior, and title metadata to predict what a member may want to watch. The company also personalises search results.

The move comes as US Federal Trade Commission staff have criticised practices at video streaming services involving algorithmic profiling, data retention, and limited user control, without singling out Netflix.

🔗 Source: Bloomberg

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