Netflix is trialling a new AI-driven voice discovery tool designed to help viewers locate films and television programmes through the Netflix button on their remote controls, rather than depending on built-in smart TV voice assistants.

The feature has reportedly already been introduced to a limited number of users in the United States.

According to Lowpass, selected subscribers are being encouraged to press the Netflix button and request recommendations verbally. Suggested prompts include phrases such as “I need a good cry” and “watch in the background”.

An “Ask” option reportedly enables users to speak conversationally while searching for content. Early impressions suggest the tool works effectively in many situations, although there are still restrictions when users attempt more detailed follow-up questions.

The test underlines Netflix’s growing influence across the television sector. Instead of integrating with existing assistants like Amazon Alexa, Google Gemini, Apple Siri or Samsung Bixby, the streaming giant has chosen to build its own internal voice-search technology.

At present, the assistant is said to operate on Google TV hardware during the testing phase, though broader compatibility across other platforms is expected later. Responses are currently delivered in text form only, without spoken replies.

Lowpass also noted that the feature does not yet appear to make use of Netflix’s recommendation system based on personal viewing history. When users ask for suggestions linked to previously watched titles, the platform reportedly responds with: “We can’t answer that one yet, but we’re working on it!”

Netflix has already been shaping the development of smart TV ecosystems through its “Netflix Recommended” certification scheme. The initiative outlines ongoing technical and performance standards television manufacturers must satisfy in order to gain Netflix approval and secure access to the streaming service’s app.