Netflix is testing its own AI-powered voice search system for smart TVs, bypassing platform assistants such as Google Gemini, Amazon Alexa and Apple Siri in a move that could reshape how consumers discover streaming content.

The feature, currently in limited beta testing in the US, allows viewers to press the Netflix button on their remote and ask for recommendations using natural language prompts.

Unlike traditional search systems that rely on keywords or genres, Netflix’s in-house AI assistant is designed to interpret mood, context and conversational requests to surface relevant content recommendations.

The company is reportedly testing the feature on Google TV devices including Chromecast and TCL TVs, with expansion to other platforms expected later.

According to reports from Lowpass and The Verge, the feature performs surprisingly well with unusual requests, highlighting the growing battle between streaming services and smart TV platform operators over who controls content discovery.

By keeping search inside its own app, Netflix avoids relying on universal TV search systems from Google, Roku or Amazon that promote competing services alongside Netflix content.

Netflix has not confirmed when the feature will launch globally.