Netflix has added a tab called Discover to its TV app, and a small group of US members can try it now. Netflix's announcement calls it AI Discover and says it will reach members who use Netflix in English on supported TVs, then "gradually open it up to more people over the coming weeks."

What AI Discover does

Netflix describes it as a place to start from a mood instead of a title. You pick a theme, and each one is previewed with a clip from a show or movie. Netflix's examples include "Something Light," "Scare Me," "Family Movie Night" and "Quick Watches."

Choosing a theme brings up matching recommendations. More specific themes then appear so you can keep narrowing. Or you can choose "Something Different" for a fresh set.

Every title also gets a "Tune Your Recommendations" button, next to "Play" and "My List." Netflix says you can use it to keep a recommendation or ask not to see something again, and that it will remember that in AI Discover.

Netflix says "AI helps create the themes you see, and we'll explain your results along the way." It calls the feature a "test kitchen" and says some ideas may later reach the main Netflix experience.

Who gets it now

This is a limited test. Netflix says AI Discover begins rolling out in the US, for members who use Netflix in English on supported TVs. If you have it, look for "Discover" with a red gem icon and a "New" label in the top navigation.

Variety reports that the feature is not available on kids' profiles. Netflix's post does not mention kids profiles.

Netflix's post also does not say whether you can turn the tab off or opt in or out.

What is not known

  • Which TVs are supported. Netflix's post gives no list and points to its Help Center.
  • When it reaches everyone. The only timing is "over the coming weeks," with no dates or countries beyond the US.
  • How the AI works. Netflix says only that AI helps create the themes and that a new "intelligence layer" responds to what members tell it. It does not say more.

What this means for you

Nothing changes unless the Discover tab shows up on your TV. If it does, Netflix says AI Discover "joins the mix" alongside its existing recommendations, so it is an extra way to browse. Telling it to drop a title only applies inside AI Discover, per Netflix.

If you do not see the tab, check back in the coming weeks and look in Netflix's Help Center for the supported-device list.

Related

For more on AI features landing in everyday apps, see Ask YouTube on mobile in the US and Google's labeled AI Mode ads.