Can Netflix’s new AI tool stop your TV-streaming doomscrolling? How to try it

Netflix has unveiled a groundbreaking AI tool called AI Discover for its TV app, designed to enhance user experience by helping them find content that aligns with their moods and interests. This innovative feature is currently being tested with a select group of English-speaking users in the United States. To determine if you qualify for this new functionality, look for the word "Discover" accompanied by a red gem icon and labeled as "New" in the app's navigation bar.

The AI Discover tab is centered around themed selections, enabling users to choose from a variety of themes based on their desired viewing mood, duration, or based on their recent viewing history and current popularity. While many streaming platforms already employ AI algorithms to deliver personalized recommendations, Netflix's AI Discover stands out by using advanced AI technology tailored for a more immersive user experience.

Although most streaming apps utilize traditional AI algorithms for recommendation purposes, Netflix's AI Discover goes a step further by personalizing title suggestions based on a user's viewing behavior, likes, dislikes, and rental history. Other platforms, such as YouTube, have also incorporated generative AI features like Gemini-powered searches, allowing users to ask complex questions and receive tailored results.

As for smart TV interfaces, Roku, Fire TV, Google TV, and Apple TV have already integrated generative AI into their systems, offering users more natural voice search capabilities and generating cross-platform results. However, Netflix's AI Discover is still in the early stages of rollout, with the company gradually extending access to users over the coming weeks. So, be sure to keep an eye out for this exciting new development.