Netflix has officially launched a new artificial intelligence powered feature designed to help viewers find new content. The tool, named AI Discover, marks the first time the streaming giant has branded a user facing application with AI technology. The feature is currently being rolled out to a limited group of subscribers in the United States as the company seeks to boost engagement among its user base.
The company announced the debut of AI Discover on Tuesday, November 3. This initiative comes as Netflix looks to address a recent decline in viewer engagement and per subscriber watch time. The new feature is initially available to customers who use the platform in English on supported smart TVs. Users with access will see a new Discover tab in the top navigation bar, identified by a red gem shaped icon and a New label.
Unlike traditional recommendation algorithms that run silently in the background, AI Discover offers an interactive experience based on preset themes. When activated, the app prompts users to select a specific mood or category to guide their search. Options include Something Light, Scare Me, and Workplace Comedy Favorites. Other themes cater to specific audiences or time constraints, such as Family Movie Night or Quick Watches.
The recommendations generated by the system are produced in real time. Netflix states that the AI analyzes a user’s viewing history and personal preferences while also considering what is currently trending on the platform. The feature is not a chatbot, but it allows for a degree of interactivity. Users can browse the initial list of suggested titles and then narrow down their choices by selecting more specific themes. If the current suggestions do not appeal, users can select an option labeled Something Different to receive a fresh set of recommendations.
To help refine future suggestions, each recommended title includes a Tune Your Recommendations button located next to the standard Play and My List options. This control allows users to keep a specific recommendation or instruct the system to avoid similar titles in the future. The feature is designed to remember these preferences within the AI Discover environment, ensuring that unwanted suggestions do not repeatedly appear. Notably, the tool will not be available on kids profiles.
Netflix has long utilized machine learning to personalize content, but this is the first instance where the company has explicitly marketed the AI aspect to end users. The primary goal is to increase total watch time, particularly in the U.S. market. This launch follows a recent restructuring of the company’s content leadership, which included replacing content chief Bela Bajaria with industry veteran Peter Rice. The move was part of a broader effort to produce more hit titles.
The company is positioning AI Discover as a work in progress and is actively seeking customer feedback. In a blog post, Netflix described the feature as a test kitchen where they are trying out new recipes for discovery. The company emphasized that user input will help determine which features are kept, improved, or eventually integrated into the main Netflix experience. The system is powered by a new intelligence layer that responds to member feedback in real time and continues to learn from usage patterns.
This launch is part of a wider adoption of AI technologies across Netflix’s business operations. In July, the company announced that approximately 300 titles in its library have utilized generative AI during their production processes. Earlier this year, Netflix also acquired InterPositive, a company founded by Ben Affleck, for $587 million. The acquisition provides filmmakers with AI tools to use throughout film and television productions. Netflix plans to expand the availability of AI Discover to more regions and customers in the coming weeks.
The introduction of this feature highlights the streamer's strategy to leverage technology to maintain viewer interest in a competitive market. By making the AI process visible and interactive, Netflix hopes to create a more engaging discovery experience. The company remains focused on adapting its tools to meet changing viewer habits and expectations.
