Netflix announced on Tuesday that it is introducing a new "AI Discover" tab designed to help users discover their next watch through experimental features. The initial offering within this tab will provide recommendations specifically tailored to the user's current mood.
Users can select from curated themes featuring clips from various shows and movies. These options are categorized based on the user's mood, viewing preferences, available time, or trending content. Examples of these themes include "something light," "scare me," "family movie night," and "quick watches."
The introduction of this tab indicates Netflix's goal to streamline navigation of its expanding library. The company aims to move away from endless scrolling and towards a more personalized, AI-driven discovery experience.
Netflix states that this feature is powered by a "new intelligence layer" currently under development. This system is designed to respond to user inputs in real time and continuously learn from the interaction.
After selecting a theme, users will be presented with matching recommendations. They can refine their search by choosing more specific themes or resetting with the "something different" option. Additionally, each title includes a "Tune Your Recommendations" button alongside standard actions like "Play" and "My List," allowing users to refine their feed by saving liked content or blocking future suggestions.
"There is more content to enjoy and discover on Netflix than ever before, though what sounds right for a quiet night in may differ from family movie night or a spare moment," Netflix stated in a blog post. "We have spent years refining the discovery process, tailoring recommendations to individual tastes based on Thumbs Up ratings and 'My List' additions. Now, AI Discover serves as a new avenue for exploration."
Netflix characterizes the new feature as its "test kitchen," a space where it can "try out new recipes for discovery." The company intends to use user feedback to determine which features should be retained, improved, and ultimately integrated into the main Netflix experience.
This feature is currently rolling out in the United States to English-speaking users on supported television devices, with plans to expand to a wider audience in the coming weeks.
Users who have access to the update will notice a "Discover" button featuring a red gem icon and a "New" label located in the top navigation bar of their television interface.
The Editorial Staff at AIChief is a team of professional content writers with extensive experience in AI and marketing. Founded in 2025, AIChief has quickly grown into the largest free AI resource hub in the industry.