Netflix is adding an AI Discover tab to its TV app to help viewers find shows and movies through recommendations organized around themes. The feature is beginning a gradual rollout in the US for members who use Netflix in English on supported TVs.
Recommendations start with a theme
Rather than beginning with a specific title, viewers can choose a theme such as “Something Light,” “Family Movie Night,” or “Quick Watches.” Netflix then presents recommendations intended to fit that choice.
The themes give viewers another way to approach the service’s catalogue: they can start with the kind of viewing they have in mind and see what Netflix suggests. The examples span different situations, from a family movie night to a quick watch, without requiring the viewer to name a particular show or film first.
Feedback can shape future suggestions
If a viewer dislikes a recommendation, they can tell Netflix. The app will remember that response, according to the announcement. This means the feature is designed to take direct feedback into account as it presents recommendations.
Netflix describes the system behind AI Discover as “a new intelligence layer we’ve been building that responds to what members tell us in real time and keeps learning.” The company has not provided further details about how that layer works in the announcement.
Where the feature will appear
AI Discover will appear as a “Discover” tab in the top menu of the Netflix TV app. The rollout is gradual and is limited at the outset to members using Netflix in English on supported TVs in the US. The announcement does not specify when the feature will reach other viewers or devices.
For eligible members, the tab offers a new route into recommendations based on viewing themes. Its usefulness will depend on whether the suggested titles fit the theme and whether the remembered feedback makes later suggestions feel more relevant.
A new discovery tool as viewing slows
Netflix’s announcement follows reports that users are watching the service less and comes after the company recently laid off around 1,000 employees as growth has slowed. The source does not say that AI Discover is a response to those developments, but it adds another way for Netflix to help members choose what to watch.
For now, the feature’s scope is specific: themed recommendations, a way to reject a suggestion, and a gradual US rollout for English-language users on supported TVs. Viewers will need to see the Discover tab appear in their app before they can try it.