Netflix Tests AI Discover Tab to Read Subscribers' Moods

Netflix is rolling out a new AI-powered interface aimed at helping subscribers find content in a more detailed, nuanced way. The feature, called AI Discover, is designed to serve up more targeted suggestions based on what viewers say they want.

"AI Discover is powered by a new intelligence layer we've been building that responds to what members tell us in real time and keeps learning," a Netflix spokesperson said in a statement. The company said the tool can understand what subscribers are in the mood for right now and open up paths to discovery beyond its predefined ones.

AI Discover appears as a tab on the Netflix homepage that opens an experimental environment. It is being gradually rolled out in the U.S., expanding over the coming weeks. The first version centers on users picking from a carousel of themes, such as "Scare Me," accompanied by a clip from a show. Each title offers an option to "tune your recommendation" for feedback. The environment is represented by a red pulsing jewel icon and initially includes only TV shows, not movies.

"Our goal is to reimagine Discover so that over time every member's experience feels more personal, effortless and in tune with what they want," said Etay Teller, engineering director at Netflix.

Netflix said it will test various ways of implementing the feature, so exactly how it will work remains somewhat fuzzy, and AI Discover will be an evolving process. A representative said user feedback from the feature will not be used to help executives make programming decisions.

The company has used AI in search before, including a partnership with OpenAI for its basic search field, but said AI Discover was developed in-house and is a completely different, more expansive use of the technology. Netflix already uses algorithms to suggest content based on factors such as which types of programming perform best at different times of day.

"Think of it kind of like our test kitchen," a spokesperson added, describing the new tab as a place to try new discovery experiences.

Source: The Hollywood Reporter