Netflix is testing an AI Discover recommendation tab in a small-scale trial in the US
Netflix has rolled out a clickable AI Discover tab at the top of its TV app; it is currently being tested with only a small subset of users in the US, and the company plans to open it to more people in the coming weeks. The initial version organizes recommendations by mood—for example, selecting "Scare Me" displays related film and TV content. Users can also choose, on a specific title, to keep getting recommendations for similar content or to stop recommending it, and indicate whether they have already seen it or are not interested, thereby further training the recommendation model. The feature was previously mentioned by executives on Netflix's Q1 earnings call.
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Netflix has launched an AI Discover tab on TV, and has provided the specific interaction path through which users can adjust personalized recommendations.
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The move comes months after Netflix execs discussed plans for AI recommendations on its first-quarter earnings call. For now, the feature is available only to a limited group of customers in the US during a testing and feedback phase, and Netflix plans to open it to others in the coming weeks.
The clickable AI Discover tab will appear at the top of the TV app screen, and as rollout continues, the feature will offer multiple experiences. But at launch on Tuesday, the first option is built around moods, so viewers can choose something like “Scare Me” to see which movies or shows the app highlights for you.
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CNET had an opportunity to preview AI Discover at a media event, where the company shared that the new AI powering the feature will enable recommendations to evolve and adjust to the individual viewer. Tap Discover, and the feature will surface themes such as Solo Movie Night or Swoon-worthy love stories; then the tool gets to work. Selecting a theme will pull up a page of movies and TV shows on the home screen that show the art, trailer or a description.
Clicking “Tune Your Recommendations” on a title presents two options: keep recommending more like it, or stop recommending. If “Do not recommend” is selected, Netflix asks whether it’s because you’ve already watched it or because you’re not interested, further training the AI tool to make it more personalized.
Netflix/J. Hazelwood/CNET
Kourtnee Jackson
Senior Editor
Kourtnee covers streaming services and entertainment. She previously worked as an entertainment reporter at Endgame 360, where she wrote about film, television, music, celebrities and streaming platforms.
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