Netflix Launches 'AI Discover' Tab for Theme-Based Recommendations
Netflix is testing a new 'AI Discover' feature in its TV app, offering theme-based content recommendations powered by a real-time learning intelligence layer.
Streaming giant Netflix is testing a new feature called "AI Discover" within its TV application, designed to help users find new shows and movies using artificial intelligence. The feature appears as a "Discover" tab in the top menu and is currently rolling out gradually to members who use Netflix in English on supported TVs in the United States.
Unlike traditional algorithmic suggestions, the first experiment under "AI Discover" surfaces content based on specific themes, such as "Something Light," "Family Movie Night," or "Quick Watches." When a user selects a theme, the system displays recommendations matching that category. If a user dislikes a recommendation, they can provide feedback, and the app will remember this preference to adjust future suggestions.
Netflix states that AI Discover is powered by "a new intelligence layer we’ve been building that responds to what members tell us in real time and keeps learning." This product update follows recent layoffs of approximately 1,000 employees at Netflix, amid slowing growth and reports of decreased user viewing time, highlighting the company's effort to boost engagement through technical innovation.