What changed
Netflix announced on Tuesday the rollout of a new 'AI Discover' tab, allowing users to explore content recommendations based on their mood, viewing preferences, and available time. The first feature under this tab lets users select from curated themes such as 'something light,' 'scare me,' 'family movie night,' 'quick watches,' and more. These themes are designed to match users' current interests and provide tailored suggestions.
What this means in practice
The AI Discover tab is part of Netflix's effort to shift content discovery from endless scrolling to a more personalized experience. Users can choose from specific themes or select 'something different' to reset their search. Each recommendation includes a 'Tune Your Recommendations' button, enabling users to save or exclude titles. The feature is currently rolling out in the U.S. to English-speaking users on supported TVs, with plans to expand in the coming weeks. The tab will appear as a 'Discover' button with a red gem icon and 'New' label in the top navigation bar.
Limitations and availability
AI Discover is described as Netflix's 'test kitchen,' where new discovery features are experimented with before being integrated into the main experience. The feature is available to U.S. users who use Netflix in English on supported TVs. The company plans to bring the tab to additional users in the coming weeks. The supplied announcement does not specify the exact number of users who will have access or the timeline for full rollout.
