Netflix is testing a new way to search for titles. Prepare to be unsurprised: it involves an AI chatbot.
At the moment, the AI chatbot is in beta and only available to certain users. But when it rolls out to all, you’ll be able to request viewing suggestions based on your mood. Netflix gives an example of the content suggested if you ask for “something funny and upbeat”. (It’s not a dazzling example. Its top suggestion is the 2004 comedy, 13 Going on 30.)
Netflix
I’m not sure why typing to a chatbot is different to typing into a search bar and browsing Netflix’s available comedy films or series, or really, how it’s any better.
If it’s an attempt to provide a more human interaction with the streaming service, there’s no need. I already feel like my relationship status with Netflix is a firm ‘it’s complicated’.
AI is just another way in which Netflix is being just a little bit controlling, steering viewers away from what we really want: a list of all the films and series available. You could order it alphabetically or put the new ones at the top. But just a list. That’s all, Netflix.
Unlike Disney+, which decently and straightforwardly allows you to look through every film or series available by genre in its sidebar from A-Z, Netflix is a lot more cagey about what it has to offer.
Sure, it also has a genre list, but it still splits up films and TV series into more weird sub-categories rather than providing a full list, hinting at depths (of content) that never quite materialise. It’s a bit like being in a relationship with someone who won’t tell you exactly where you stand.
Instead of being normal, Netflix has cluttered up its interface with a range of bizarre “categories”. Some of the ones I’m currently being shown include “So Completely Captivating”, which is a mix of films and series, loosely thriller and horror. Note that it’s not just captivating. Or even just completely captivating. What does that “So” mean, Netflix? And why aren’t you texting me back?
Emma Rowley / Foundry
Then there’s “Boredom Busters”, which is such a confusing mix of titles that I’m doubting my own reality. What state of human boredom is so deep that it could leave a person equally likely to watch reality slop Temptation Island or grim child abuse thriller Prisoners? I feel like I’m being gaslit.
And that’s not even getting into the recommendations, which can be very hurtful, if I’m being honest. Yes, I watched Cobra Kai. Some of it, at least. But to throw a little bit of Karate Kid nostalgia back in my face by suggesting I watch Norbit and Just Go With It is a bit much, don’t you think?
Emma Rowley / Foundry
Communication problems aside, Netflix is just so high-maintenance. There are three services I tend to subscribe to regularly: Apple TV+ (a reasonable £8.99pm), Disney+ (again, £8.99pm for its Standard membership) and Netflix (an outrageous £12.99pm for the Standard tier).
An often-cited reason for Netflix’s higher subscription cost is that it has more titles than rivals – but how many more? Netflix won’t tell me.
I’d love to say that I’m done for good… but I’ve broken up with Netflix before. Every time, I come crawling back to my ex-streaming service for the original content. Yes, most of it is forgettable filler about suburban murders, and there are far too many romantic Christmas movies starring Lindsay Lohan (there are two, fact fans – which is two too many), but Ozark, Stranger Things, Dark and Black Mirror are worth a few streaming platform mind games.
