Netflix announced Tuesday that it is rolling out a new “AI Discover” tab that lets users experiment with new ways to find their next thing to watch. The first experimental feature launching under this tab will allow users to get recommendations based on their current mood.
Users can choose from a selection of themes featuring clips from shows and movies based on their mood, viewing preferences, time availability, and what’s new and trending. Themes include “light stuff,” “scary,” “family movie night,” “quick movies,” and more.
The addition of the new tabs suggests that Netflix wants to make it easier for users to navigate its growing library while moving discovery from an experience of endlessly scrolling through titles to a more personalized, AI-powered experience.
According to Netflix, AI Discover is powered by a new layer of intelligence that the company is building, and will continue to learn and respond in real-time to what users tell the platform.
When a user selects a theme, matching recommendations are displayed. You also have the option to choose a more specific theme, keep searching until you find something you’re interested in, or choose the “something different” option to start over. Each title has an “Adjust Recommendations” button next to “Play” and “My List,” allowing users to save recommendations they like or filter out titles they don’t want suggested again.
“There’s more fun and discovery than ever on Netflix, but what’s perfect for a quiet evening may look different for a family movie night or a few minutes of free time,” Netflix wrote in a blog post. “Over the years, we’ve refined the way you discover personalized recommendations, from things you’ve liked to things you’ve added to your My List. This time, AI Discover has been added as a new search method. ”
Netflix describes AI Discover as a “test kitchen” where you will “try out new recipes for discovery.” The company says user feedback will help it decide which features to keep or improve before moving to the main Netflix experience.
AI Discover is starting to roll out in the US for users who use Netflix in English on supported TVs. The company plans to roll out New Tab to more users in the coming weeks.
If a user has access to a new feature, a “Discover” button with a red gem icon and a “New” label will appear in the top navigation bar of the TV.
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