Netflix Rolls Out Visible AI Tool

Netflix activated a new smart TV feature called AI Discover on Tuesday. The tool represents the first time the company has explicitly branded a user-facing interface with artificial intelligence. It is currently available to a limited group of subscribers in the United States.

The launch aims to counter recent declines in per-subscriber watch time and overall engagement. The initial rollout includes customers who use the platform in English on compatible devices. Users will find a new Discover tab in the top navigation bar. It is marked by a red gem-shaped icon and a New label.

Unlike background algorithms that silently curate home screen rows, AI Discover operates through direct user interaction. The interface presents preset themes such as Something Light, Scare Me, and Workplace Comedy Favorites. Other options include Family Movie Night and Quick Watches for specific audiences or time limits. Users select a theme to generate a real-time list of suggestions.

The system analyzes viewing history and personal preferences alongside current platform trends. It is not a chatbot, but it allows users to refine results. If the initial list does not appeal, viewers can select an option labeled Something Different to receive a fresh set of titles. Each recommended movie or show includes a Tune Your Recommendations button next to the standard Play and My List controls.

This button allows users to keep a specific suggestion or instruct the system to avoid similar titles in the future. The feature remembers these preferences within the AI Discover environment. Kids profiles will not have access to the tool. Netflix describes the launch as a work in progress and is actively seeking customer feedback to determine which elements remain.

In a blog post, the company described the feature as a test kitchen where they are trying out new recipes for discovery. The system is powered by a new intelligence layer that responds to member feedback in real time. User input will help determine which features are kept, improved, or integrated into the main Netflix experience.

This move follows the replacement of content chief Bela Bajaria with Peter Rice. That restructuring was part of an effort to produce more hit titles. The company also announced in July that approximately 300 titles in its library utilized generative AI during production. Earlier this year, Netflix acquired InterPositive, a company founded by Ben Affleck, for $587 million. That acquisition provides filmmakers with AI tools for film and television productions. Netflix plans to expand the availability of AI Discover to more regions and customers in the coming weeks.