Netflix rolls out AI-powered Discover tab for personalized content recommendations

How AI Discover works

Netflix’s new AI Discover tab aims to replace endless scrolling with a personalized, theme-based experience. The feature uses a real-time learning intelligence layer to curate recommendations based on user input, such as mood (e.g., "something light" or "scare me"), available time, or viewing companions (e.g., "family movie night").

Users can refine suggestions by selecting the "Tune Your Recommendations" button, which allows them to save or exclude specific titles. Netflix describes the feature as a "test kitchen," meaning it will evolve based on user feedback before potentially being integrated into the main platform experience.

The tab is initially available to a small group of U.S. users with English language settings on supported TVs. Those with access will see a "Discover" button with a red gem icon in their Netflix navigation bar.

Competitive landscape

Most major streaming platforms already use AI-driven personalization. Prime Video’s "Recommended for you" tab customizes suggestions based on viewing history, likes, and rental behavior. YouTube’s Gemini-powered search allows users to ask open-ended questions or use complex prompts to find content.

Smart TV interfaces like Roku, Fire TV, Google TV, and Apple TV also leverage generative AI for voice search and recommendations. Netflix’s AI Discover tab joins this trend but focuses on theme-based curation, setting it apart from traditional recommendation engines.

What’s next for AI Discover

Netflix has not confirmed whether OpenAI powers the AI search engine behind AI Discover, though external reports have suggested the possibility. The company is currently testing the feature with a limited user base, emphasizing that it will expand access gradually over the coming weeks.

The feature will not appear on kids’ profiles, indicating a focus on adult viewers. Netflix’s approach mirrors its history of testing experimental features—like a previous OpenAI-powered chatbot—before wider adoption.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

Netflix’s AI Discover tab reflects a broader industry shift toward refining content discovery with AI-driven personalization. Unlike traditional recommendation engines that rely heavily on viewing history, AI Discover emphasizes real-time user input, such as mood or time constraints. This could signal a move toward more interactive and adaptive streaming experiences, which competitors may replicate if the feature proves successful.

For founders and operators in the streaming or AI space, this launch underscores the growing importance of dynamic personalization. Companies that can leverage AI to reduce friction in content discovery—while maintaining user trust—may gain a competitive edge. The feature’s experimental nature also highlights Netflix’s willingness to iterate publicly, a strategy startups could emulate when testing new products.

Related on Lazyfounder

• OpenAI
• More technology news