Netflix begins limited U.S. rollout of AI Discover on supported smart TVs

Netflix began rolling out AI Discover on Nov. 3 to a limited number of U.S. subscribers, Variety’s Todd Spangler reported. Customers using Netflix in English on supported smart TVs who get access will find a Discover tab in the TV app’s top navigation. The feature is not available on kids’ profiles.

The first version starts with preset themes such as “Something Light” and “Scare Me.” Viewers can then choose a more specific theme or select “Something Different” for a fresh set of suggestions. According to Netflix’s description reported by Variety, each suggested title has a “Tune Your Recommendations” button that lets viewers keep the pick or ask Netflix not to recommend it again in AI Discover. The feature is interactive, but it is not a chatbot.

Netflix says it produces suggestions in real time using a viewer’s history and preferences alongside what is trending on the platform. A Netflix spokesperson also described an intelligence layer that responds to members’ input and keeps learning in a statement quoted by . Those are Netflix’s descriptions of how the feature works, not a test of how well its picks fit a viewer’s taste. Netflix plans to expand AI Discover to more regions and customers in the coming weeks, .