Netflix Believes AI Could Rescue You From Endless Scrolling for Your Next Binge-Watch
The new feature will provide suggestions based on various AI-created themes.
Netflix is introducing an AI-enhanced recommendation feature within its TV application, aimed at reducing the time users spend scrolling and encouraging them to engage more with its content. This new tool, known as AI Discover, is being tested as a potential future enhancement to the overall Netflix user experience. If this feature is enabled on your account, you will notice a Discover tab marked by a red gem icon in the upper navigation bar.
The initial offering from AI Discover includes recommendations based on different themes. Users will see a variety of themes accompanied by relevant clips from shows or movies. These themes may be tailored according to factors like who you are watching with—such as recommending family-friendly options—or your current mood, whether you’re in the mood for horror or comedy. Additionally, the themes will highlight new or trending content alongside recommendations based on recent viewing habits.
Once you select a theme, you can further customize the suggestions with more specific criteria, and even refresh the themes presented by AI Discover.
A particularly beneficial feature allows users to instruct Netflix not to suggest a specific title again, enhancing the precision of recommendations and filtering out unwanted content. Furthermore, users can add titles to their watchlist directly from AI Discover.
According to Netflix, “AI helps create the themes you see, and we’ll explain your results along the way.” The AI Discover tool operates on a new intelligence framework designed to respond in real-time to user feedback and continue improving over time.
For now, AI Discover is available on compatible TVs in English within the United States, with plans to roll out to a wider audience in the coming weeks. However, it will not be accessible on profiles for children.
This addition follows a series of past enhancements by Netflix aimed at improving content discovery. The company has previously tested features such as a shuffle play option and an OpenAI-powered chatbot following a redesign last year. Longtime users may recall the less popular Max tool that was introduced over a decade ago.
