Finding something to watch on Netflix is about to get a little easier, or at least that is the hope. The streaming giant has announced a new feature called AI Discover, which is designed to offer subscribers a more personalized way to explore its massive content library, with recommendations based on everything from their current mood to how much time they have available to watch. The new feature, which began rolling out to a limited number of U.S. subscribers on Tuesday, introduces a dedicated Discover tab within Netflix’s TV app.

According to Netflix, the system uses a new AI-powered intelligence layer that responds to subscriber feedback in real time, adjusting its recommendations as users provide additional information about their interests. The company says AI is also responsible for helping generate the themes themselves and will provide explanations for why particular titles are being recommended.

AI Discover is beginning its rollout in the United States for subscribers who use Netflix in English on supported television devices. Initially, only a small group of members will have access, with availability gradually expanding over the coming weeks. Eligible subscribers will find a new “Discover” tab in the top navigation menu of their Netflix television app, identified by a red gem icon and a “New” label.

Rather than relying primarily on viewing history and established preferences, AI Discover allows subscribers to find recommendations based on what they’re in the mood to watch at a particular moment. Users can browse themed collections ranging from “Something Light” and “Scare Me” to “Family Movie Night” and “Quick Watches,” with each category featuring a preview clip from a representative title.

After selecting a theme, subscribers can narrow their recommendations further or choose “Something Different” for alternative suggestions. A new “Tune Your Recommendations” option also allows viewers to refine their results by indicating which titles interest them and which they would prefer not to see again.

While Netflix has long used viewing habits and user feedback to personalize its recommendations, AI Discover gives subscribers more direct control over those suggestions without requiring them to search for specific titles or genres.

Prime Video began exploring ways to replace its algorithmic approach to content discovery with AI tools almost two years ago, and since then, streamers from popular on-demand platforms like HBO Max to live tv streaming services like DIRECTV to free ad-supported streamers like Tubi have all begun embracing AI as part of their standard search and discovery tools.

Netflix is treating AI Discover as an experiment for testing additional recommendation features. The company says subscriber interactions and feedback will help determine which tools are refined, expanded, or eventually incorporated into the main Netflix experience.

“Think of AI Discover as our test kitchen,” Netflix said in a blog post on Tudum, “we’re trying out new recipes for discovery, and your use and feedback help us decide which ones to keep, improve, or serve up next. Some may even make their way into the main Netflix experience.”

While Netflix has not committed to bringing any specific experimental features to its primary interface, the world’s largest streamer has been actively tweaking and updating its user experience across devices and platforms in the past year, and further AI integration appears to be the next step in that evolution.

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Netflix is a leading subscription-based video streaming service that offers on-demand access to an extensive library of over 3,000 movies, 2,000+ TV shows, and a growing collection of acclaimed Netflix originals. Renowned for producing groundbreaking content, Netflix has become a cultural powerhouse with hit originals like “Stranger Things,” “Wednesday,” “Squid Game,” “The Crown,” “Tiger King,” “Bridgerton,” “The Witcher,” and “Black Mirror.”

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The platform constantly updates its catalog, introducing fresh content alongside timeless classics and international hits. Netflix’s commitment to storytelling has also earned critical acclaim, with award-winning exclusives such as “Roma,” “Marriage Story,” “The Power of the Dog,” “Mank,” and “Ma Rainey’s Black Bottom.” In 2023, their animated film “Guillermo del Toro’s Pinocchio” won an Academy Award for Best Animated Feature, further solidifying Netflix’s reputation for high-quality content.

Recently, Netflix has expanded beyond standard movies and TV titles with the addition of video podcasts, and is also exploring a digital store that would offer third-party streamers within the app.

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