ArdorComm Media News Network
November 5, 2026
Netflix has introduced a new experimental feature, AI Discover, designed to help users find movies and shows based on their moods, preferences and viewing habits. Announced on Tuesday, the feature will initially allow subscribers to explore personalised recommendations through a dedicated tab on the streaming platform.
The new AI Discover tab will offer curated themes featuring clips from movies and television shows. Users can select categories based on what they feel like watching, the time available to them or current entertainment trends. Options include themes such as ‘Something Light’, ‘Scare Me’, ‘Family Movie Night’ and ‘Quick Watches’.
The move reflects Netflix’s efforts to simplify content discovery as its entertainment library continues to expand. Instead of browsing endlessly through titles, viewers will be able to use AI-powered suggestions to find content that better matches their immediate interests.
According to Netflix, AI Discover operates through a new intelligence layer that responds to users’ inputs in real time and continuously learns from their preferences.
Users can customise recommendations
After selecting a theme, subscribers will receive a list of relevant viewing suggestions. They can further narrow their choices by exploring more specific categories or select the ‘Something Different’ option to restart the discovery process.
The platform is also introducing a ‘Tune Your Recommendations’ button alongside the existing ‘Play’ and ‘My List’ options. This feature will allow users to save titles they enjoy or exclude content they do not want to see in future recommendations.
Netflix said the new feature builds on its existing recommendation system, which already considers user activity, including titles they give a thumbs-up rating and programmes they add to their watchlists.
The company described AI Discover as a testing ground for experimenting with new content discovery features. Feedback from users will help Netflix assess which features should be refined, retained or eventually integrated into its main platform experience.
Initial rollout limited to US users
AI Discover is initially being rolled out in the United States to users accessing Netflix in English through supported television devices. The company plans to extend access to more users over the coming weeks.
Subscribers with access to the feature will find a new ‘Discover’ option marked with a red gem icon and a ‘New’ label in the top navigation bar on their television screens.
Source: Techcrunch