Netflix Introduces AI-Powered Discover Experience in the US

Netflix just launched a new Discover tab on its TV app that uses AI to help users find new films and TV shows to watch beyond the platform’s traditional algorithmic recommendations. The new experience is rolling out to a subset of Netflix users in the US, who will see a new Discover tab with a red gem icon on supported TVs.

AI Discover leverages a new intelligent system that will learn what users like over time. Netflix described the feature as a “test kitchen,” with an initial experience focused on themes.

“We’re trying out new recipes for discovery, and your use and feedback help us decide which ones to keep, improve, or serve up next. Some may even make their way into the main Netflix experience,” the company said.

At launch, Discover will use AI to create different themes like “Scare Me” or “Quick Watches” based on users’ watching preferences and what’s currently popular on Netflix. Each AI-generated theme will show content recommendations, and the “Tune Your Recommendations” button will allow users to fine-tune what Discover shows them.

Netflix plans to roll out this new AI Discover experience to more users over the coming weeks. More AI-powered discovery experiences will also be introduced over time.