Netflix Launches AI Discover Recommendation Tool in United States

Netflix launched AI Discover on November 3, introducing an AI-powered content recommendation feature for its TV app. Initially available to a limited number of English-speaking subscribers in the United States on supported smart TVs, the tool enables users to explore content through preset themes including Quick Watches, Family Movie Night, and Something Light.

The system generates real-time recommendations based on trending content, user preferences, and viewing history. To refine the experience, the company included a Tune Your Recommendations button for direct user feedback. Netflix described the feature as a "test kitchen" used to refine discovery methods.

This rollout follows a period of declining viewer engagement and a workforce reduction of approximately 1,000 employees. The company intends to expand the feature to more customers and additional regions in the coming weeks.