Netflix Tests AI Discover Recommendation Tab

Netflix is testing AI Discover, a recommendation tab for a limited group of U.S. subscribers using English on supported televisions, as the company experiments with new ways to help viewers find titles to watch. The feature presents themes linked to a viewer’s mood and preferences, such as something light, a frightening story, family movie night or a quick watch. Netflix says its recommendation system responds to what users tell it and continues learning, though the company has not reported measured results showing whether the tool improves discovery or viewing. After choosing a theme, viewers can browse suggested titles, narrow the results with more specific themes or request a different selection. They can also use controls beside recommendations to keep seeing similar titles or ask Netflix not to recommend a particular title again. The feature can display clips and explanations alongside suggestions, according to descriptions of the test. Netflix is gradually extending access to more subscribers in the coming weeks. Those included in the test will see a Discover tab in the TV app’s top navigation, marked with a red gem icon. The feature is an experiment rather than a...