Netflix has begun rolling out AI Discover, a new tab in its TV app where members choose a theme and are shown titles picked to match that mood. It went live on 3 November 2026 for a limited group of US members who use Netflix in English on supported smart TVs, with more customers and regions promised in the coming weeks.
“Tell us what you’re after, and the experience adjusts. Tell us a recommendation isn’t for you, and we’ll remember it in AI Discover, so it won’t keep turning up.”
Netflix, in its blog post on the feature, in its blog post on the feature · variety.com ↗
Each theme comes with a short preview clip. Examples include Something Light, Scare Me, Family Movie Night and Royal Court Intrigue, and picking one opens narrower themes, while a Something Different option returns a fresh batch. The list is assembled in real time from a member's viewing history, stated preferences and what is trending. A Tune Your Recommendations button sits beside Play and My List so a viewer can keep a title or stop it being suggested. The tab does not appear on kids' profiles, and it is interactive without being a chatbot.
Netflix frames the tab as a sandbox for discovery ideas, some of which could move into the main experience, and says feedback from it will not shape programming decisions. It was built in-house and is described as separate from the OpenAI-powered search field Netflix tested earlier. Reports differ on scope: The Hollywood Reporter says it initially covers TV shows only, while Variety and TheWrap cite movie themes and clips.
About AI Discover
AI Discover is a theme-based recommendations tab in Netflix's TV app, built by the company in-house and in its first test with US members. It grew out of earlier moves toward conversational search.
In April 2025 Netflix began an opt-in test of an OpenAI-powered natural-language search in Australia and New Zealand on iOS, saying it would reach the US in the coming weeks and months. In May 2025 it redesigned its TV app with a top navigation bar and responsive recommendations that adapt as members rate titles, and widened its generative AI search test to more subscribers.
Variety calls it the first Netflix feature aimed at users that the company brands as AI-powered. It arrives as viewer engagement has slipped in recent quarters and Peter Rice has replaced Bela Bajaria as content chief. The company has also said about 300 titles used generative AI in production, and it paid $587 million this spring for InterPositive, the firm Ben Affleck founded.
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