Netflix's new AI wants to really, really know you

Netflix's latest AI feature, named AI Discover, aims to provide users with an increasingly personalized viewing experience. The new tool, gradually being introduced on home screens starting today, is designed to learn from user preferences in real-time and continually adapt. Netflix has built AI Discover using their own intelligence layer, which responds to subscriber input and explores new discovery paths beyond predefined recommendations.

The goal is to make each user's experience feel more personal and effortless, with a "Discover" tab featuring a pulsing diamond shape to draw attention. Within this landscape, a carousel of themes such as "Scare Me" will offer customized suggestions. As users interact with the AI Discover, they can adjust their preferences to better suit their tastes.

Initially, AI Discover will focus on Netflix's TV offerings, excluding movies. Users will not be able to provide feedback on shows, or seek recommendations from former video rental clerks, as the feature is not designed for that purpose. Despite the somewhat eerie techno-speak surrounding the new feature, Netflix assures that AI Discover is more adept at understanding viewer preferences than the previous system powered by OpenAI's search algorithm.