Netflix has introduced AI Discover, a new tab on its TV app designed to help members find their next watch through personalised, AI-powered recommendations. The feature allows viewers to explore content based on their mood, interests, viewing preferences and available time.

Announced in a Netflix press release dated November 3, 2026, AI Discover is initially being rolled out to a small group of members in the United States. The company plans to introduce the feature to more users over the coming weeks, starting with those who use Netflix in English on supported television devices.

The new experience is designed to make content discovery more intuitive, allowing viewers to tell Netflix what they are in the mood for and explore recommendations from there. The platform has been refining its recommendation system over the years, using signals such as titles users give a Thumbs Up and content they add to their “My List”. AI Discover adds another way for members to explore its growing library.

The first experience within AI Discover is built around themes. Viewers can choose from options such as ‘Something Light’, ‘Scare Me’, ‘Family Movie Night’ and ‘Quick Watches’, depending on their mood, company or available time. Other themes may highlight new and popular titles or reflect what members have been watching recently. Each theme is previewed with a clip from a show or movie.

Once a viewer selects a theme, Netflix displays matching recommendations. Members can then explore more specific themes to narrow down their choices or select “Something Different” to discover a fresh set of recommendations.

Netflix is also introducing a ‘Tune Your Recommendations’ button alongside the existing “Play” and “My List” options for each title. This allows viewers to indicate whether they want to keep a recommendation or avoid seeing a particular title suggested again.

According to Netflix, AI helps create the themes displayed within the feature and explains the recommendations along the way. AI Discover is powered by a new intelligence layer that responds to members’ inputs in real time and continues learning from their feedback.

The company said the experience will adapt as members interact with it. If users indicate that a recommendation does not suit their preferences, Netflix will remember that feedback within AI Discover to avoid repeatedly showing similar suggestions.

Netflix describes AI Discover as a testing ground for new content discovery experiences. The company will use member engagement and feedback to decide which features to retain, improve or potentially introduce into the main Netflix experience.

Members who have access to the feature can find “Discover” in the top navigation menu of the Netflix TV app, marked with a red gem icon and a “New” label. The initial rollout is limited to the United States, with wider availability expected in the coming weeks.