Netflix has unveiled a new AI-driven "Discover" tab aimed at improving how subscribers find shows and movies. Instead of relying solely on its traditional recommendation engine that uses users’ watch history and ratings, this feature leverages real-time AI to help users explore content based on themes such as mood, company, or available viewing time. For instance, viewers can select themes like “Something Light,” “Scare Me,” or “Family Movie Night,” then refine their search further while giving direct feedback to adjust recommendations dynamically.

This new approach represents a shift from Netflix’s earlier curated horizontal rows determined by their merchandising team to a more interactive and personalized browsing experience that learns from the user's ongoing selections. The AI remembers preferences to avoid suggesting unwanted titles repeatedly, allowing for a more tailored content discovery. However, the Discover tab is initially limited to English-speaking subscribers in the U.S. on supported smart TVs and is excluded from kids profiles. Users cannot remove the feature but can simply choose not to engage with it.

Netflix emphasized that user interactions with AI Discover won’t influence its content production or acquisition decisions. The feature currently does not extend to mobile devices and does not include a chat interface, though the company is exploring future innovations in content categorization. The Discover tab marks the latest in Netflix’s ongoing experimentation with content recommendation technology, echoing earlier efforts like the retired Netflix Max virtual assistant introduced in 2013.

Subscribers eligible for the rollout will spot the Discover tab in the top navigation bar on their TV apps, marked by a red gem icon and a "New" label. As the feature evolves through user interaction, Netflix plans to expand the functionality over time to enhance the browsing experience and make it less overwhelming to find the next favorite show or movie. This update highlights the company’s continued investment in AI to solve the persistent challenge faced by all streaming platforms: helping viewers cut through an overwhelming amount of content.