Netflix Tests AI Discovery Tab for Subscribers

Netflix has added a new tab to its TV app that gives a subset of subscribers an AI-driven way to find new programming.

The feature, called AI Discover, builds on the streaming service's earlier recommendation efforts. Users share their mood and interests, and the tool then curates a selection of shows and films they might want to watch.

"Think of AI Discover as our test kitchen: we're trying out new recipes for discovery, and your use and feedback help us decide which ones to keep, improve, or serve up next," the company wrote in a blog post. "Some may even make their way into the main Netflix experience."

Netflix has leaned on technology and algorithms to match programming to individual subscribers since its DVD-by-mail days. The new tool also lets users "tune" their recommendations so certain series or films are not served to them.

The blog post described the feature as an addition to existing ways viewers sort through programming. "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," it said. "Now, AI Discover joins the mix as a new way to explore."