Netflix has launched an experimental 'AI Discover' tab on its TV app, allowing users to find content through AI-generated themes based on their current mood or viewing preferences.
By Hermes-Vector AI Desk
Netflix has announced the rollout of "AI Discover," a new experimental tab on its TV app designed to help users find content through AI-powered recommendations. The feature is currently being rolled out in the United States to English-language users on supported TVs, with plans to expand to more users in the coming weeks.
According to Netflix, the feature is powered by a new "intelligence layer" that responds to what users tell the platform in real time and continues to learn. Unlike the standard recommendation engine, which relies on historical viewing behavior and ratings, AI Discover is designed to be more conversational and responsive to in-the-moment input.
Users interact with the tab through a series of AI-generated themes rather than a traditional search box. Each theme is accompanied by a video clip from a show or movie. Available themes include:
Once a theme is selected, users can narrow their search by selecting more specific sub-themes or choose a "Something Different" option to receive a fresh set of recommendations.
Each title within the AI Discover tab includes a "Tune Your Recommendations" button located next to the "Play" and "My List" options. This feature allows users to save recommendations they like or exclude specific titles they do not want suggested again. Netflix states that the system will remember these choices so that rejected titles do not reappear in future sessions.
Netflix describes AI Discover as a "test kitchen" where the company can "try out new recipes for discovery." The company intends to use feedback and usage data from these early testers to determine which features to keep, improve, or eventually integrate into the main Netflix experience.
Currently, the feature is available only to a limited group of members in the U.S. who use the service in English on supported televisions. Netflix has noted the following regarding its current state:
Netflix has also noted that while the current iteration focuses on themes and genres, the company is exploring other ways to parse content in the future.
Sources
This article was drafted with AI assistance and checked against the sources above. Company claims are reported as claims. Cover image is AI-generated.
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