By Ahmed Abdelsalam
Netflix is testing a new artificial intelligence feature called AI Discover to help subscribers decide what to watch, offering recommendations based on mood, viewing habits, and available time. The feature is currently available to a limited group of English-speaking subscribers in the United States using supported televisions.
How AI Discover Works
AI Discover adds a "Discover" tab, marked by a red gem icon, to the Netflix TV app. The tab presents thematic categories such as "Something Light," "Scare Me," "Family Movie Night," and "Quick Watches," along with more specific collections like "Workplace Comedy Favorites" and "Royal Court Intrigue." Each theme includes a preview clip, and selecting one reveals a curated list of titles. Users can further narrow suggestions through additional themes or choose "Something Different" for a fresh batch of recommendations.
Real-Time Feedback Loop
Each recommended title includes a "Tune Your Recommendations" button alongside the standard "Play" and "My List" options. Subscribers can keep a suggestion or tell Netflix not to propose that title again. Netflix says the system remembers this feedback within AI Discover and adjusts future recommendations in real time, describing the feature as a "test kitchen" for new discovery methods.
Addressing Declining Viewership
The test comes as Netflix seeks to increase time spent on its platform. According to Wells Fargo analyst Steven Cahall, subscribers watched 8 percent fewer hours of content in the first half of 2026 compared to the same period in 2023. Average daily viewing fell from 1.81 hours in June 2023 to 1.64 hours over the past three years. Netflix plans to expand the AI Discover rollout in the coming weeks but has not announced a timeline for other regions.
