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Netflix Launches AI Discover Tool to Tailor Recommendations for US Viewers
Netflix is rolling out AI Discover, an AI-powered tab in its TV app that suggests themed picks based on mood, company and viewing history, and the company is calling it a test kitchen.
Netflix is rolling out a new AI-powered feature designed to help viewers choose something to watch when they cannot decide. The tool, called AI Discover, is aimed at a familiar problem: a streaming library that holds thousands of titles but offers nothing that feels right in the moment.
AI Discover sits on the top bar of the TV app, on the far right. When users open it, Netflix's AI generates a set of themes to choose from. The company's examples include Outsmart Everyone, Family Scandal Sagas and Royal Court Intrigue. According to Netflix's explainer, some of these themes reflect how a viewer wants to feel, who they are watching with or how much time they have, while others draw on recent watch history or popular, trending picks. Choosing a theme prompts the AI to suggest similar titles and offer more specific themes until a suitable show or movie emerges. If nothing appeals, users can select Something Different to refresh the results.
The feature also includes a Tune Your Recommendations button, placed beside the My List and Play options. It allows viewers to save a suggestion from the AI or tell the system that a particular recommendation is not for them, so it will not keep appearing. In an official statement, Netflix described AI Discover as its test kitchen, saying the company is trying out new recipes for discovery and that user activity and feedback will determine which ones it keeps, improves or rolls out more widely. Some of these experiments may eventually reach the main Netflix experience.
Netflix said the company is most focused on how the tool feels to use. The statement said the experience adjusts as users explain what they want and that the system will remember when a recommendation is unwanted. The company also said AI Discover is powered by a new intelligence layer that responds to what members say in real time and keeps learning. Deadline, in its own coverage, described the tool as a new tab giving a subset of subscribers an AI-driven way to discover programming, built on the streamer's earlier recommendation efforts, and noted that it invites users to share their mood and interests.
AI Discover is rolling out to US-based members who use the service in English on supported TVs. Netflix said it will gradually become available to more users over the coming weeks. The feature was announced on November 3, 2026.
Netflix is not alone in adding AI features to its product. Spotify has introduced AI DJs that mix music for listeners, and Roku has added a 24/7 channel featuring series generated with artificial intelligence. Netflix's stated goal is narrower: to better tailor recommendations to individual viewers. How subscribers respond as more of them use the tool will determine whether it becomes a lasting part of the service.
Source: ign.com
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