Netflix launches AI-powered discovery trial

AI Discover is reportedly powered by a new intelligence layer that responds to what members tell Netflix in real time and keeps learning. 

The first feature to be rolled out will ask users what they’re in the mood for, and tailor suggestions from there.

Built around themes, AI Discover asks users to pick from a range of themes, each previewed with a clip from a show or movie. Some match how they want to feel (“Something Light,” “Scare Me”), their companions (“Family Movie Night”), or how much time they have (“Quick Watches”). Others might reflect what’s new or popular, or what the user has been watching lately.

They will then receive recommendations matching the theme, and have the option to get more specific with the theme or pivot with the “Something Different” button. Every title has a "Tune Your Recommendations" button, right next to “Play” and “My List.” This means users can keep the title as a recommendation, or to ask Netflix not to recommend it again.

AI Discover will begin rolling out in the US to members who use Netflix in English on supported TVs. From there, it will gradually be released to more people over the coming weeks. Those with access will have a “Discover” button with a red gem icon and a “New” label in the top navigation on the TV screen.

Anna Mallett, Vice President, Production, EMEA, UK, Netflix, recently left the streamer, amid a round of exits at Netflix. Discover more here.