Netflix Adds 'AI Discover' Tab to Its TV App With Themed Recommendations

The first feature groups recommendations by theme, with options such as "Something Light," "Family Movie Night" and "Quick Watches." When a viewer chooses a theme, the app shows titles that fit it. Viewers can tell Netflix they do not like a suggestion, and the app will remember that feedback.

Netflix said the feature runs on "a new intelligence layer we've been building that responds to what members tell us in real time and keeps learning," according to The Verge.

Rollout

The tab will appear as "Discover" in the top menu of the TV app. It is starting a gradual rollout in the US to "members who use Netflix in English on supported TVs," the company said. Netflix did not say when, or whether, it will reach other markets, languages or devices such as phones and web browsers.

By presenting the tab as a home for experiments, Netflix gives itself room to test more AI features with real users before deciding which to make permanent. The company did not set out what future experiments will include.

Why It Matters

Recommendations have long been central to Netflix's business. The AI Discover tab moves that system from mostly passive signals, such as viewing history, towards direct, real-time input from viewers about their mood and preferences.

The launch comes at a difficult time for the company. The Verge noted that Netflix recently laid off about 1,000 employees as growth has slowed and users are reportedly watching the service less. Keeping viewers engaged, and cutting the time they spend scrolling before choosing something, is directly tied to retention and advertising revenue.

For media and consumer companies, the move is another example of generative AI being used to change how customers navigate large catalogues rather than to create content. Retailers and streaming services are trying similar conversational and intent-based discovery tools, betting that letting users describe what they want will work better than ranked lists alone.