Netflix Launches First AI-Branded Content Recommendations Feature on TVs

Initial test of feature will be available on select smart televisions in the U.S.

By Todd Spangler

Todd Spangler

NY Digital Editor

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Netflix, which has seen viewer engagement slide in recent quarters, is turning to AI for a new feature aimed at helping users find something new to watch.

The company on Tuesday (Nov. 3) is debuting AI Discover, a new feature on the Netflix TV app, initially to a limited number of subscribers in the U.S. In the first iteration of the new AI-based tool, you are prompted to explore content based on preset themes (such as “Something Light,” “Scare Me,” “Workplace Comedy Favorites,” “Family Movie Night,” “Quick Watches,” “Family Scandal Sagas” or “Royal Court Intrigue”). The recommended titles are produced in real time, according to Netflix, based on a user’s viewing history and preferences as well as what’s trending on the platform.

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