Netflix tests AI Discover, a new artificial intelligence feature

On 3 November 2026, Netflix announced the launch of a new feature called AI Discover. It is powered by artificial intelligence, and its job is to help users choose what to watch. The information was reported by the Polish site Filmweb, citing Deadline.

What AI Discover is

According to the description, the tool works independently of the platform's existing recommendation algorithms. Those rely on what a user has liked or added to their list. AI Discover is therefore meant to be a separate way of discovering content.

In its official statement, Netflix compared the feature to an "experimental kitchen". The company is testing new ideas for discovering content in it. Use of the tool and user feedback are meant to help it decide which ideas to keep, refine or try next. Some of them may eventually reach the main Netflix service.

Limited access

At the start, AI Discover is available only in America. It can be used by selected users of the Netflix app on televisions. The scope of the service is expected to widen over time, but no date or locations beyond the current area were given.

Background

Filmweb notes that the new tool arrives at a difficult time for the company. According to the site, the latest financial results did not please investors on Wall Street, and the platform announced wide-ranging layoffs. The site also reports claims of a conflict between the engineers responsible for the recommendation algorithms and the managers in charge of content. It is about control over which titles and genres are promoted. This information comes from media reports and has not been confirmed in another source.

What this means for you

For now, nothing changes. The feature is being tested only in America, so Netflix users in the UK do not have access to it. It is not known whether or when it will reach other countries.