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The streaming service is testing an interactive AI feature for personalized recommendations.
The move comes months after Netflix execs discussed plans for AI recommendations on its first-quarter earnings call. For now, the feature is available only to a limited group of customers in the US during a testing and feedback phase, and Netflix plans to open it to others in the coming weeks.
The clickable AI Discover tab will appear at the top of the TV app screen, and as rollout continues, the feature will offer multiple experiences. But at launch on Tuesday, the first option is built around moods, so viewers can choose something like “Scare Me” to see which movies or shows the app highlights for you.
CNET had an opportunity to preview AI Discover at a media event, where the company shared that the new AI powering the feature will enable recommendations to evolve and adjust to the individual viewer. Tap Discover, and the feature will surface themes such as Solo Movie Night or Swoon-worthy love stories; then the tool gets to work. Selecting a theme will pull up a page of movies and TV shows on the home screen that show the art, trailer or a description.
Clicking “Tune Your Recommendations” on a title presents two options: keep recommending more like it, or stop recommending. If “Do not recommend” is selected, Netflix asks whether it’s because you’ve already watched it or because you’re not interested, further training the AI tool to make it more personalized.