The next time you open Netflix on your TV, there may be a new tab waiting in the top menu. Netflix has started rolling out AI Discover, a separate space inside the TV app where the service tries out new ways of helping members decide what to watch, beginning with a small group of members in the United States.
Instead of a search box, AI Discover opens with a handful of themes built around your mood, your company and how much time you have. Options like Something Light, Scare Me, Family Movie Night and Quick Watches are each previewed with a clip, and picking one brings up a set of matching movies and shows. More specific themes then appear so you can keep narrowing the list, and a Something Different option deals out a fresh set when nothing clicks. The picks are generated live by AI, shaped by what you have watched, finished and liked.
The test also adds a Tune Your Recommendations button beside Play and My List on each title. Marking a title Do Not Recommend asks whether you are not interested or have already seen it, and the title then disappears from your recommendations, with Netflix remembering the choice inside AI Discover. Netflix says more ways to fine-tune recommendations will be added over time.
Netflix describes AI Discover as a test kitchen for discovery ideas, powered by what it calls a new intelligence layer that responds to what members tell it in real time. There is no chat box in this first version, and the tab, marked with a red gem icon and a New label, cannot be signed up for or removed if it appears. It is limited to standard profiles in English on supported TVs, so kids profiles will not see it, and Netflix says more members will be brought in gradually over the coming weeks.