Netflix is giving some TV viewers a new way to tell the service what they want to watch, and what they do not. The company announced on Tuesday that it is testing a new tab called AI Discover on its TV app.
The tab will start with a small group of members in the United States. It is designed as a space where Netflix can try out new ways for people to find shows and movies.
The first feature inside the tab lets users start with a mood or theme. From there, they can narrow their choices until they find something that fits.
A New Button Next to Play
One of the main changes is a new button called “Tune Your Recommendations.” It sits beside the “Play” and “My List” buttons on every title in the tab.
Users can press it to keep a recommendation they like. They can also use it to ask Netflix not to suggest a title again.
Netflix said that when a user marks a title as not for them, AI Discover will remember it. The company said this means the title won’t keep showing up in that tab.
This adds to the tools Netflix already uses to shape its suggestions. For years, the service has tracked what members give a Thumbs Up and what they add to “My List.”
How the Theme Feature Works
The first experience starts with a set of themes. Each theme is shown with a short clip from a show or movie.
Some themes match a feeling, such as “Something Light” or “Scare Me.” Others match the group watching, like “Family Movie Night,” or the time available, like “Quick Watches.”
Other themes may reflect what is new or popular on Netflix. Some may be based on what the user has been watching lately.
After picking a theme, users see a set of matching titles. More specific themes then appear so viewers can keep searching, or they can choose “Something Different” to get a fresh set.
Netflix said AI helps create the themes users see. The company also said it will explain the results along the way.
The tab runs on what Netflix called a new intelligence layer it has been building. The company said this system responds to what members tell it in real time and keeps learning.
“There’s more to enjoy and discover on Netflix than ever, but what sounds right for a quiet night in may look different for family movie night or a few spare minutes,” Netflix wrote in a blog post. The company said AI Discover joins its existing tools as a new way to explore.
Netflix described AI Discover as its “test kitchen.” The company said feedback from users will help it decide which features to keep, improve, or serve up next, and some may later move into the main Netflix experience.
AI Discover is rolling out first in the US to members who use Netflix in English on supported TVs. Netflix said it will open the tab to more people over the coming weeks.
Members with access will see a “Discover” option with a red gem icon and a “New” label. It appears in the top navigation bar on their TV.
