Netflix is introducing a new artificial intelligence-powered feature called AI Discover, designed to assist viewers in selecting content when they are undecided. This tool, which debuted on November 3, 2026, is located on the right side of the TV app's top bar.
Upon opening AI Discover, users are presented with AI-generated themes to choose from, such as "Outsmart Everyone," "Family Scandal Sagas," and "Royal Court Intrigue." According to an explanation on Netflix's website, these themes can be tailored based on desired mood, viewing companions, available time, recent watch history, or popular trends.
After selecting a theme, the AI provides more specific recommendations, refining the options until a suitable show or movie is found. A "Something Different" option allows users to refresh the search if current suggestions are not appealing.
Similar to Netflix's "My List" feature, AI Discover includes a "Tune Your Recommendations" button. This allows users to save AI-generated suggestions or indicate shows they do not wish to see, influencing future recommendations.
Netflix described AI Discover as its "test kitchen," experimenting with new discovery methods. The company stated that user interaction and feedback will help determine which features are retained, improved, or implemented more broadly. The AI is powered by a newly developed intelligence layer that responds to user input in real time and continuously learns.
AI Discover is currently rolling out to Netflix members in the U.S. who use the service in English on supported televisions, with wider availability expected in the coming weeks. This move follows similar AI integrations by other platforms, such as Spotify's AI DJ and Roku's AI-generated channel. Netflix aims to enhance the personalization of viewer recommendations through this new feature.