Netflix introduces AI discover tab to personalize content discovery

Netflix has launched a new AI Discover tab, beginning its rollout in the U.S. for English-speaking users on supported TVs. This feature aims to move content discovery away from endless scrolling toward a more personalized, AI-driven experience. The tab allows users to find content based on various criteria, such as their current mood, viewing preferences, available time, or trending topics. Curated themes available include options like 'something light,' 'scare me,' and 'quick watches.' Netflix explained that this new layer of intelligence learns in real-time from user input. When a theme is selected, users receive matching recommendations, and they can refine their search or restart with the 'something different' option. Each title features a 'Tune Your Recommendations' button allowing users to save or exclude suggestions. Netflix described AI Discover as its 'test kitchen,' where user feedback will guide future improvements before features are integrated into the main platform. The company stated that this addition complements its existing recommendation system, which has been refined based on user actions like Thumbs Up and adding titles to 'My List'.