Netflix Launches AI Discover, a Tab With AI Recommendations by Topic, for Now Only in the US
IA en un minuto newsroom · Editor: Jon Elgezabal
In 30 seconds
Netflix is testing AI Discover in its TV app, a tab that suggests titles from themes tied to mood, company or free time. AI Discover lets viewers keep or dismiss each suggestion, and dismissed ones stop appearing in that tab. United States viewers get it first, though only a small group using the English version with a supported TV, and more people will join over the coming weeks.
Netflix announced AI Discover on November 3, a new tab in its TV app meant for testing other ways of finding something to watch. For now, only a small group of members will get it.
The tab's first feature is organized around themes, each introduced with a short clip from a series or film. Some reflect how viewers want to feel ("Something Light" or "Scare Me"), others who they are watching with ("Family Movie Night"), and others how much time they have ("Quick Watches"). There are also themes for new arrivals, popular titles or recent viewing. Picking one brings up recommendations; from there, viewers can drill down into narrower themes or ask for "Something Different" to get a fresh batch.
A "Tune Your Recommendations" button sits with "Play" and "My List" on every title, so viewers can keep a suggestion or ask Netflix to stop showing it. According to Netflix, AI helps generate the themes, and the tab explains its results as viewers go. Whatever a viewer turns down is remembered inside AI Discover. The company says it all runs on a new intelligence layer that reacts in real time to what members say and keeps learning.
Until now, Netflix tailored its recommendations to each profile's taste, based on thumbs-up ratings and what gets added to My List. The company calls AI Discover its "test kitchen": how members use it and what they say will decide which features stay, which get better and which come next, and some could end up in the main Netflix experience.
The rollout starts in the United States, for members watching in English on a supported TV, and will widen gradually over the coming weeks. Members who have access will find "Discover" in the TV's top menu, marked by a red gem and a "New" tag.
Why it matters · analysis and opinion
Streaming services have spent years recommending titles based on what each profile has already watched; AI Discover tries the opposite route and first asks what the person in front of the screen feels like. By keeping it in a separate tab and presenting it as a testing ground, Netflix can experiment without touching its home screen and keep only what works. For viewers, the most practical part is being able to set a suggestion aside and not see it again in that tab. Open questions remain: when it will reach other countries and languages, whether it will move from the TV to phones or the web, and what information that new intelligence layer relies on to decide. Until then, outside the United States it can only be followed from a distance.
Official source: Netflix · Written with the help of AI: how we make the news
