Netflix Launches First AI-Branded Content Recommendations Feature on TVs

Netflix is testing AI Discover, a new feature that recommends programmes and films through themed prompts on its TV app. The launch gives the company its first user-facing feature explicitly branded as AI-powered, as it seeks to help viewers find content and address falling viewing per subscriber.

The initial US test is for English-language users on supported smart TVs, excluding children’s profiles, with a wider rollout planned in the coming weeks. Recommendations are generated in real time using viewing history, preferences and trending titles; users can also indicate when a suggestion does not suit them. Netflix says it will use feedback to refine the feature, which is interactive but not a chatbot.