ZDNET’s key takeaways
- Netflix is adding a new AI-powered feature to recommend titles.
- AI Discover will be a new tab in the Netflix app, at the top of your TV screen.
- You can choose a topic or dive into more specific desires to find matches.
AI tools are everywhere on the web, in the workplace, in your apps—and now it’s coming to Netflix. The streaming giant has just announced a new AI feature for the TV app called AI Discover, which will help users find titles that match their mood and interests. It will initially be rolled out to a small group of users in the US whose language is set to English. To find out if you have access, check your Netflix navigation bar for the word “Discover” with a red jewel icon next to it and a “New” label.
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The AI Discover tab will be centered around topics. You will be able to choose from a range of topics depending on what you feel like watching, or how long you want to watch. You’ll also see selections that match what you’ve watched recently and what’s popular.
Another AI in streaming
Most streaming apps already rely heavily on machine learning and AI algorithms to provide user recommendations, even if they are not marketed as AI features. Although most rely on traditional AI algorithms, like Prime Video’s “Recommended for You” tab, they personalize title recommendations based on your viewing history, likes and dislikes, and rental behavior.
Other platforms offer generative AI and features more similar to Netflix’s AI Discover. For example, YouTube features Gemini-powered searches that allow you to ask complex questions or use open-ended instructions to get the results you want.
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Some smart TV interfaces – including Roku, Fire TV, Google TV, and, soon, Apple TV – have also adopted generative AI in their operating systems to allow you to use voice search with more naturally formulated queries, and the system generates cross-platform results.
While I’m itching to test this feature to see how accurate it can be, Netflix hasn’t made it widely available yet. The company will gradually give users access over the coming weeks, so stay tuned.