The hunt for personalization supremacy hit new highs (and some familiar lows) at NAB 2025. Companies came armed with smarter algorithms and stronger ROI promises, while the buzz around generative AI hovered like a persistent drone in the Las Vegas air. Netflix, always the tone-setter, was name-checked in many conversations for its ongoing internal recommendation experiments, so the streamer’s just-announced tests with OpenAI-powered natural language search come as something of a surprise, but at the same time not. Users in Australia and New Zealand are the current guinea pigs for Netflix’s OpenAI-based project, trialing a system that ditches cold genre tags for something mood-based search terms—think uplifting, tense, nostalgic. Generative AI holds “tremendous potential,” in Netflix’s own words—a sentiment echoed…