Netflix is testing an AI-powered voice search feature with select U.S. members that delivers viewing recommendations based on natural language prompts.

Netflix recently started testing a native voice search feature with some subscribers in the U.S. The feature prompts viewers to press the Netflix button on their remote to ask for viewing recommendations, which are then delivered via an AI-powered voice search in response to natural language prompts.

The voice search operates independently from TV OS platform search functions. When activated, it presents curated suggestions ("I need a good cry," "watch in the background") and an "Ask" button that accepts spoken requests; responses appear as written text, not voice output. Netflix's search does not yet tap into the service's personalization engine, declining requests based on recently watched content.

Netflix's own implementation allows the app to stay within its ecosystem and recommend only Netflix content, unlike universal search functions built into smart TV operating systems (which intermix results from multiple services). The streamer is able to build this feature because of its market share, similar to YouTube's access to voice routing privileges on devices made by Amazon, Roku, and others.