Netflix Deploys Generative AI Search in iOS Beta, First Consumer LLM Feature

Netflix has begun rolling out conversational search powered by generative AI on iOS as an opt-in beta — the company's first public large-language-model integration for end users. The feature aims to address discovery friction as Netflix's catalog has grown unwieldy. Technical details remain sparse; unclear whether Netflix is using proprietary models or licensed foundation models. The iOS-first approach targets platforms where conversational interfaces have proven more natural than traditional browsing.