ZDNET’s key takeaways
- Netflix is adding a new AI-powered feature to recommend titles.
- AI Discover will be a new tab in the Netflix app, located at the top of your TV screen.
- You can pick a theme or dive into more specific wants to find matches.
AI tools are all over the internet, in the workplace, in your apps — and now there’s one coming on Netflix. The streaming giant just announced a new AI feature for the TV app called AI Discover, which will help users find titles that match their moods and interests. It’s initially being rolled out to a small group of users in the US whose language is set to English. To find out if you have access, check your Netflix navigation bar for the word “Discover” with a red gem icon next to it and a “New” label.
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The AI Discover tab will be centered around themes. You’ll be able to pick from a range of themes depending on what you feel like watching, or how long you want to watch. You’ll also see selections that match what you’ve been watching lately and what’s popular.
Other AI in streaming
Most streaming apps already rely quite heavily on machine learning and AI algorithms to offer user recommendations, even if they’re not marketed as AI features. Though most rely on traditional AI algorithms, like Prime Video’s “Recommended for you” tab, they personalize title recommendations based on your viewing history, likes and dislikes, and rental behavior.
Other platforms offer generative AI and features more similar to Netflix’s AI Discover. For example, YouTube features Gemini-powered searches that let you ask complex questions or use open-ended prompts to get results you want.
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Some smart TV interfaces — including including Roku, Fire TV, Google TV, and, coming soon, Apple TV — have also adopted generative AI in their operating systems to let you use voice search with more naturally worded requests, and the system generates cross-platform results.
While I am itching to test this feature to see just how accurate it can be, Netflix hasn’t made it widely available yet. The company will gradually grant users access over the coming weeks, so stay tuned.
