Netflix is introducing AI Discover, an AI-powered search feature that lets users describe what they feel like watching and receive recommendations from the streaming service’s catalog. The feature follows tests conducted last year and is available through a new tab in the Netflix TV app.
Users can start with themes such as “Something Light” or “Scare Me,” or choose options based on how much time they have or who they are watching with. Netflix then suggests titles, with more specific themes available if the initial recommendations miss the mark. Users can also tune their recommendations by keeping or dismissing suggested titles.
Netflix describes AI Discover as an experimental way to explore new approaches to content discovery, saying that user activity and feedback will help determine which features to develop further. Some experiments could eventually become part of the main Netflix experience.
The rollout is starting with U.S. users who watch Netflix in English, with expansion planned for the coming weeks. Mashable initially reported that the search feature is powered by OpenAI, but Netflix’s launch post did not specify which technology powers it.
Sources: Mashable.