THE ESSENTIALS IN 30 SECONDS

  • AI Discover began rolling out on November 3 to a small group of US members who use Netflix in English on supported TVs.
  • Members choose AI-assisted themes previewed with clips, narrow them down, and tune or reject individual titles.
  • Netflix calls the tab a "test kitchen": feedback will decide which ideas are kept, changed or dropped.

Netflix is trying a new way to answer the nightly question of what to watch. On November 3 the company began rolling out AI Discover, a tab in its TV app that suggests titles according to themes such as mood or available time, rather than relying only on the familiar rows of the home screen.

How the tab works

Members who are part of the test see a "Discover" entry in the top navigation, marked with a red gem icon and a "New" label. Inside, they choose from a set of themes, each previewed with a short clip. Netflix's examples include "Something Light", "Scare Me", "Family Movie Night" and "Quick Watches", alongside themes based on what is new, popular or recently watched. Picking a theme brings up matching titles and then more specific themes to narrow the selection; a "Something Different" option starts over with a fresh set.

Each title gets a "Tune Your Recommendations" button next to Play and My List, which lets members keep a title or ask not to see it again. Netflix says AI helps generate the themes and that the experience runs on a new "intelligence layer" that reacts to member input in real time. The company has not said which AI model it uses. According to What's on Netflix, there is no chat or prompt box, because typing on a TV remote is awkward.

Who gets it

The test is limited to US members who use Netflix in English on supported TVs, and Netflix plans to widen it gradually over the coming weeks without saying how many people are included. What's on Netflix reports that members cannot sign up or opt out, that the tab appears only on standard profiles, not kids profiles, and that Netflix has nothing to announce yet on mobile, other languages or other countries. Netflix points to a Help Center page for the list of compatible TVs.

An explicit experiment

Netflix describes AI Discover as a "test kitchen": usage and feedback will determine which ideas survive, and some may eventually move into the main app. It follows an opt-in generative AI search beta that Netflix tested on iOS in 2025. Netflix also told What's on Netflix that choices made in the tab are used for recommendations only and do not feed into decisions about which content to produce.