Netflix is testing AI Discover, a new feature on its TV app that uses artificial intelligence (AI) to help users find shows and films based on their moods, interests and viewing preferences.
Initially available to a small group of members in the US, the feature allows users to explore curated themes such as ‘Something Light’, ‘Scare Me’, ‘Family Movie Night’ and ‘Quick Watches’.
Users can further refine their discovery experience by exploring more specific themes or selecting ‘Something Different’ to receive an alternative set of recommendations. The feature also includes a ‘Tune Your Recommendations’ option, through which users can choose to retain a suggested title or indicate that they do not want it recommended again.
According to Netflix, AI is used to generate these themes and provide explanations for the recommendations. The system also incorporates user feedback in real time to refine subsequent suggestions within AI Discover.
The streaming platform is testing the feature as a separate content discovery experience. Feedback from users will help determine which elements could eventually be integrated into Netflix's main interface.
The initial rollout is limited to members in the US using Netflix in English on supported television sets. The company plans to expand access to more users over the coming weeks.
