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Netflix trials themed AI recommendations in new TV app tab
Netflix is gradually introducing an “AI Discover” tab on its TV app, offering themed recommendations to help viewers find shows and films. The feature matters as the company experiments with ways to respond to what viewers want while reported viewing and growth have slowed.
The first experiment groups recommendations under themes such as “Something Light”, “Family Movie Night” and “Quick Watches”. Viewers can tell Netflix when they dislike a suggestion, and the company says its system learns from feedback in real time. The tab is rolling out in the US to members using Netflix in English on supported TVs; the announcement follows reported layoffs of around 1,000 employees.
In short
- Netflix is rolling out an AI-powered Discover tab on supported US TVs.
- Initial recommendations are organised around viewing themes.
- The system can learn from viewers’ feedback.
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The case for
Themed AI recommendations could make a large catalogue easier to navigate, especially for viewers who know the mood or occasion they want but not what to watch. Learning from direct feedback may make suggestions more responsive over time and help Netflix adapt its service as viewing habits change.
The case against
The feature may make discovery depend more on an algorithm whose recommendations viewers cannot fully see or assess, potentially narrowing what they encounter or repeating familiar choices. At a time of reported staff reductions, some may also question whether investment in AI improves the service enough to justify its costs and effects on workers.
Explained simply
Netflix is a subscription service for watching films and TV programmes over the internet. Its app suggests what to watch based on factors such as viewing habits and users’ feedback. Recommendations matter because the service has a large library, and viewers may not know what they want to watch next.
The company is testing ways to organise suggestions around moods or situations, such as a light programme or a quick watch. Its recommendations are shaped by viewers’ choices, while Netflix competes with other streaming services for people’s time and subscriptions. Changes to viewing habits and slower growth can affect how the company attracts and keeps members.
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Originally published by The Verge as “Netflix will show you themed recommendations through a new ‘AI Discover’ tab”.