Netflix tests AI-powered native voice search feature with select subscribers

Netflix recently started testing an AI-powered voice search feature with some subscribers. Users press the Netflix button on their remote control to receive viewing recommendations based on natural language prompts.

The feature presents preset search suggestions (e.g., "I need a good cry," "watch in the background") that lead to viewing recommendations, plus an "Ask" button that triggers AI-powered voice search for custom requests.

The voice search circumvents voice assistants and search features built into smart TVs and streaming devices, highlighting power struggles between TV OS platforms and streaming services running on them.