Netflix Tests AI Discovery Tool

A red gem icon sits in the navigation bar of smart TVs for a select group of American Netflix subscribers.

Netflix launched AI Discover on Tuesday, November 3. This is the first time the company has branded a user-facing tool with artificial intelligence. The feature is currently in a limited rollout in the United States. It targets English-speaking users on supported devices.

The tool changes how recommendations are generated. Instead of running silently in the background, the system prompts users to select a mood or category. Options include Something Light, Scare Me, and Workplace Comedy Favorites. Other choices address specific audiences or time limits, such as Family Movie Night or Quick Watches.

The system generates suggestions in real time. Netflix states that the AI analyzes viewing history and personal preferences alongside current trends. Users can narrow down the initial list by selecting more specific themes. If the current suggestions are not appealing, users can choose Something Different to get a fresh set of titles.

Each recommended title includes a Tune Your Recommendations button next to Play and My List. This control allows users to keep a specific recommendation or tell the system to avoid similar titles in the future. The feature remembers these preferences within the AI Discover environment. It will not appear on kids profiles.

The launch follows a recent decline in viewer engagement and per subscriber watch time. Netflix recently replaced content chief Bela Bajaria with industry veteran Peter Rice. This leadership change was part of an effort to produce more hit titles. The company aims to increase total watch time in the U.S. market.

Netflix describes AI Discover as a test kitchen where it is trying out new recipes for discovery. The company is actively seeking customer feedback to determine which features are kept or integrated into the main experience. The system uses a new intelligence layer that responds to member feedback in real time. It continues to learn from usage patterns.

This launch is part of a wider adoption of AI technologies across the business. In July, Netflix announced that approximately 300 titles in its library used generative AI during production. Earlier this year, the company acquired InterPositive, founded by Ben Affleck, for $587 million. The acquisition provides filmmakers with AI tools for film and television productions. Netflix plans to expand the availability of AI Discover to more regions and customers in the coming weeks.