Netflix is gradually rolling out AI Discover, an experimental feature designed to give subscribers more direct ways to find something to watch. The company says the tool aims to respond to what members ask for and learn from their feedback in real time.
AI Discover will appear as a tab on the Netflix homepage, marked by a red pulsing jewel icon. In its first version, subscribers can choose from a carousel of themes, including “Scare Me,” and use an option on each title to tune recommendations. The feature initially covers TV shows only, not movies.
Netflix says it has spent about 20 years trying to improve how it recommends content as its catalog grows. Engineering director Etay Teller said the goal is to make discovery feel more personal and easier to use over time. A company spokesperson described the new tab as a place to test different discovery experiences.
The feature is being introduced in the U.S. starting today, with a wider rollout planned over the coming weeks. Netflix expects to test different approaches, so how AI Discover will ultimately work may change. The company also said feedback gathered through the feature will not be used to make programming decisions.
Netflix has previously partnered with OpenAI on its basic search function, but says AI Discover was developed in-house and is a broader use of the technology. The service already uses algorithms to make recommendations, including suggestions that can vary according to the time of day.
Sources: The Hollywood Reporter.