Tubi hopes to make TV viewing easier with AI assistance. The Fox-owned free streaming service announced the launch of a new mobile feature by ChatGPT-4.

Called Rabbit AI, the feature is designed to go beyond simple keyword searches and act like a friend who can make recommendations. For example, in a preview of Tom's Guide, a Tubi representative gives an example of asking Rabbit AI for "interesting shark movies."

The chatbot responded with several titles, such as Sharknado and Sharkbait. From there, users could select a title to watch immediately or add it to their "My List" to watch later.

Making content discovery easier is something all streaming services are trying to solve. Scrolling through endless rows of movie and TV thumbnails is a pain for many customers; Tubi itself boasts a library of over 200,000 movies and TV episodes.

The platform's existing content discovery tools record what users watch, what they like and dislike, and what they have saved to their My Lists; Tubi uses that information to display customized home screens and recommendations. Now, Rabbit AI builds on that to provide an even more personal touch.

"One in five streaming viewers binge-watch because it's more convenient and easier than searching for other programs. The time spent looking is usually a mix of scrolling and arguing over whether to watch a comedy or a horror movie," says Blake Bassett, senior director of product at Tubi.

"At Tubi, we are uniquely positioned to find content specific to the moment the viewer is in thanks to our large library and personalization and machine learning algorithms...Rabbit AI makes the content discovery experience fun again Rabbit AI is making the content discovery experience fun again."

Rabbit AI is rolling out across the US as a beta test on Tubi's iOS mobile app for viewers starting today (September 26)

Technology companies are increasingly turning to artificial intelligence to upgrade their tools and services. At its recent fall event, Amazon unveiled its new Alexa, enhanced by generative AI.