Netflix Tests AI Tab for Personalized TV Recommendations

The new Discover tab is appearing gradually for Netflix members in the United States who use the service in English on supported TVs. It is marked with a red gem icon and a “New” label. Netflix plans to extend access to more customers in the coming weeks; the feature will not appear on kids’ profiles.

AI Discover starts with a selection of themes, such as options for a family viewing night, a short watch or something frightening. Users choose a theme to see matching titles, then can narrow the results with further choices or ask for a different set. Recommendations are generated using viewing preferences and activity on the platform, as well as what is popular.

A control beside each title lets viewers save a suggestion or ask Netflix not to recommend it again. The company says its underlying system responds to user input in real time and learns from it. Netflix is presenting the feature as an experiment, with feedback expected to help determine which discovery tools it develops further or adds to the main service.

Netflix has long used algorithms to personalize recommendations, but AI Discover is its first customer-facing feature it has explicitly branded as AI-powered. The company is looking for ways to help subscribers find something to watch as it seeks to increase viewing on the service.