Netflix Introduces AI Discover to Transform Streaming Recommendations

Netflix is introducing AI Discover, an experimental television discovery experience designed to help subscribers find entertainment based on their interests and viewing preferences. Announced November 3, the new tab on the Netflix TV app is the company's first user-facing feature branded as powered by artificial intelligence.

The first experience allows participating viewers to explore recommendations through themes — including family viewing, lighter entertainment and shorter viewing experiences — with titles generated in real time from a member's viewing history and preferences. A "Tune Your Recommendations" control lets viewers keep or exclude suggestions.

Initially available to a limited group of eligible U.S. subscribers on supported smart TVs, the initiative represents another step in the integration of artificial intelligence into entertainment distribution and audience engagement, as streaming platforms compete for viewer attention through personalized discovery.