Netflix is testing a new way to help viewers decide what to watch. The streaming service announced on Tuesday that it is rolling out an “AI Discover” tab in its TV app, where users can pick a mood or theme and get matching recommendations.
The first feature under the tab offers themed picks such as “Something Light,” “Scare Me,” “Family Movie Night” and “Quick Watches.” The themes are based on mood, viewing preferences, how much time a viewer has, or what is new and trending. Each one comes with curated clips from shows and movies.
How does Netflix's AI Discover tab work?
Once a viewer selects a theme, the app displays matching titles. Those who want to narrow things down can pick more specific themes, or choose “something different” to start over. Each title has a “Tune Your Recommendations” button next to “Play” and “My List.” That button lets users save picks they like or tell Netflix to stop suggesting titles they don’t want.
Netflix says the tab is powered by “a new intelligence layer we’ve been building that responds to what members tell us in real time and keeps learning.” The company frames the feature as another tool alongside existing recommendations, which it says are shaped by Thumbs Up ratings and titles added to “My List.”
The company’s blog post described the change in terms of how people choose what to watch. “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.
Why is Netflix adding AI Discover?
The tab also reflects a shift in how the service wants viewers to find content. Netflix’s library keeps growing, and the addition suggests the company wants to make that catalog easier to navigate, moving users away from endlessly scrolling through titles toward a more personalized, artificial intelligence-driven experience.
Who can use Netflix's AI Discover tab?
Rollout is gradual. AI Discover is starting to reach U.S. members who use Netflix in English on supported TVs, and the company plans to bring it to more users in the coming weeks. Eligible viewers will see a “Discover” button with a red gem icon and a “New” label in the top navigation bar.
Netflix describes the tab as its “test kitchen,” where it will “try out new recipes for discovery.” User feedback will help the company decide which features to keep or improve before bringing them to the main Netflix experience.
The experiment comes as the company deals with a tougher stretch. Netflix recently laid off around 1,000 employees as its growth slowed and users were reportedly watching the service less.
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