Netflix launches AI-powered tool to refine content discovery

Netflix has introduced an experimental feature called AI Discover, a new tab within its television application designed to provide personalized recommendations based on user mood and viewing preferences. The tool aims to assist subscribers in navigating the platform's library by allowing them to select curated themes such as lighthearted content, scary movies, or family-oriented programming.

The feature is currently available to a limited group of U.S. subscribers using English-language interfaces on supported TV devices. It is notably excluded from profiles designated for children. Within the tab, users can refine their results or choose to reset their search if the initial suggestions do not meet their current interests.

Each recommended title includes a feedback control button, which allows users to save a selection or block a specific title from appearing in future results. According to the company, this data is used strictly for personal recommendations and will not influence broader production or content greenlighting decisions.

Netflix described the new tab as a test kitchen, noting that it will use subscriber feedback to determine which features might eventually be integrated into the main interface. The company plans to expand access to the experimental tool to additional users in the coming weeks.