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Netflix trials AI tool for personalised programme recommendations
Developing story first seen 3 hours ago
Netflix has started testing AI Discover, a new tab on its TV app that lets a subset of subscribers describe their mood and interests to get tailored programme suggestions. The trial adds another way to explore the service’s catalogue and gives Netflix a chance to learn whether AI-led discovery is useful to viewers.
Netflix describes the feature as a “test kitchen”, with user activity and feedback informing possible changes or additions to the main app. Viewers can also tune recommendations to avoid particular films or series. The test comes as the company faces slower growth and internal change: it recently cut about 1,000 jobs, around 6% of its staff, and appointed Peter Rice to replace Chief Content Officer Bela Bajaria.
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In short
- Netflix is testing AI Discover with some TV app subscribers.
- Users can describe their mood and interests for suggestions.
- Feedback may shape future changes to the main app.
How this story developed
- 23 minutes ago Netflix’s latest account stresses that the trial is intended to help viewers navigate its growing catalogue and refine recommendations, while retaining options to exclude particular titles.
- 33 minutes ago Netflix began trialling an AI Discover tab on its TV app, letting some subscribers describe their tastes and mood to get tailored programme suggestions.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
An AI discovery tool could make a vast catalogue easier to navigate, especially for viewers who know what mood they are in but not what to watch. Letting users steer suggestions away from certain titles may give them more control, while a limited trial lets Netflix learn from feedback before deciding whether to expand the feature.
The case against
The tool could make discovery depend more heavily on opaque algorithmic choices, narrowing what viewers encounter or reinforcing assumptions about their tastes. A trial that collects user activity also raises questions about how viewing data informs recommendations, while launching amid substantial staff cuts may prompt concern about the company’s priorities and the role of automation.
Explained simply
Netflix is a subscription service for watching films and television programmes online. Its catalogue spans many genres, and the company uses recommendation systems to help viewers find something to watch.
AI Discover is being tried by some subscribers as a way to suggest programmes based on what they say they are in the mood for. Netflix says it will use people’s activity and feedback to decide whether to change or expand the feature.
The trial comes as Netflix is making wider changes to its workforce and leadership. Peter Rice is due to replace Bela Bajaria as chief content officer, the executive role overseeing the company’s programming.
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Originally published by Deadline as “Netflix Launches AI Discovery Tool As “Test Kitchen” For Viewers Seeking Appetizing Content”.