Netflix announced on Tuesday that it’s rolling out a new “AI Discover” tab where users will be able to experiment with new ways to find their next watch. The first experimental feature launching under the tab will allow users to get recommendations based on what they’re currently in the mood for.
Users can choose from curated themes featuring clips from shows and movies, based on their mood, viewing preferences, how much time they have, or what’s new and trending. Themes include “something light,” “scare me,” “family movie night,” “quick watches,” and more.
The addition of the new tab suggests that Netflix wants to make its growing library easier to navigate while shifting discovery away from an experience where users are endlessly scrolling through titles toward a more personalized and AI-powered experience.
Netflix says AI Discover is powered by a new intelligence layer it’s been building that responds to what users tell the platform in real-time and keeps learning.
Once users pick a theme, they’ll see matching recommendations. They also have the option to select more specific themes so they can keep searching until they find something they’re interested in, or choose the “something different” option to start over. Each title features a “Tune Your Recommendations” button beside “Play” and “My List” to allow users to save recommendations they like or exclude titles they don’t want suggested again.
“There’s more to enjoy and discover on Netflix than ever, but what sounds right for a quiet night in may look different for family movie night or a few spare minutes,” Netflix wrote in a blog post. “We’ve spent years refining how you discover, with recommendations tailored to your tastes, from what you Thumbs Up to what you add to ‘My List.’ Now, AI Discover joins the mix as a new way to explore.”
Netflix describes AI Discover as its “test kitchen,” where it will “try out new recipes for discovery.” The company says users’ feedback will help it decide which features to keep or improve before bringing them over to the main Netflix experience.
AI Discover is starting to roll out in the U.S. to users who use Netflix in English on supported TVs. The company plans to bring the new tab to additional users in the coming weeks.
If users have access to the new feature, they’ll see a “Discover” button with a red gem icon and a “New” label in the top navigation bar on their TV.
