Netflix launches AI Discover tool for 300 million users

Netflix launched AI Discover on Tuesday, marking the first time the company has explicitly branded a user-facing feature with artificial intelligence. The tool appears as a new tab in the navigation bar for a limited group of English-speaking subscribers in the United States. It is designed to make the recommendation process visible and interactive rather than a silent background algorithm.

The company introduced the feature to address a recent decline in engagement and per-subscriber watch time. Before this launch, Netflix relied on machine learning to personalize content, but it had not marketed the AI component to end users. This change coincides with a recent leadership shift, where Peter Rice replaced Bela Bajaria as content chief in an effort to produce more hit titles.

Users will see a red gem-shaped icon labeled "New" in the top navigation bar on supported smart TVs. Activating the tab prompts viewers to select a preset theme to guide their search. Options include "Something Light," "Scare Me," and "Workplace Comedy Favorites." Other categories target specific audiences or time constraints, such as "Family Movie Night" and "Quick Watches."

The system generates recommendations in real time by analyzing viewing history, personal preferences, and current trends. It is not a chatbot, but it allows for interactivity. If the initial suggestions do not appeal, users can select "Something Different" to receive a fresh list. The tool is currently unavailable for kids profiles.

Each suggested title includes a "Tune Your Recommendations" button alongside the standard Play and My List options. This control lets users keep a specific recommendation or instruct the system to avoid similar titles in the future. The feature is built to remember these preferences within the AI Discover environment so that unwanted suggestions do not repeatedly appear.

Netflix described the rollout as a test kitchen where the company is trying out new recipes for discovery. The platform is actively seeking customer feedback to determine which features are kept, improved, or integrated into the main Netflix experience. The underlying intelligence layer responds to member input in real time and continues to learn from usage patterns.

This launch is part of a wider adoption of AI technologies across Netflix’s business operations. In July, the company announced that approximately 300 titles in its library have utilized generative AI during production. Earlier this year, Netflix acquired InterPositive, a company founded by Ben Affleck, for $587 million. That acquisition provides filmmakers with AI tools for use throughout film and television productions.

The streamer plans to expand the availability of AI Discover to more regions and customers in the coming weeks. By making the AI process visible and interactive, the company aims to create a more engaging discovery experience. This strategy is intended to help maintain viewer interest in a competitive market while adapting tools to meet changing viewer habits.