[not verified in body] The Jinni service included semantic search,[1] a meaning-based approach to interpreting queries by identifying concepts within the content, rather than keywords.

The search engine served as a video discovery tool focusing on user tastes, including mood, plot, and other parameters, with options to browse and refine using additional terms, e.g., “action in a future dystopia” or “Beautiful Girls, funny.”[2][verification needed] Jinni's semantic discovery engine was powered by that company's Entertainment Genome™, which reportedly contained thousands of "genes" automatically assigned to describe mood, style, plot and setting for every released movie or television program.

[citation needed] Jinni also linked to other sites that rented or sold DVDs or offered downloads or streaming for a fee, such as Netflix, Amazon and Blockbuster.

[1] Jinni's technology involved a taxonomy created by film professionals, with new titles indexed via natural language processing and machine learning methods to automatically analyze reviews and metadata.

[13] In June 2012, Belgian cable operator Belgacom deployed a recommendation engine from Jinni on digital set-tops that allowed subscribers to browse for content based on "mood".