Netflix debuts AI Discover feature on US smart TVs
Netflix launched its first AI-branded content recommendation tool called AI Discover on supported smart TVs in the United States on Tuesday.
New themed browsing options appear
Users will see a new tab with a red gem icon in the top navigation bar. The interface prompts viewers to explore content based on preset themes like Something Light or Scare Me. Recommended titles are produced in real time using viewing history and current platform trends.
Rollout targets English language accounts
The streamer initially offers this tool to subscribers who use the service in English. Netflix plans to expand access to more regions and customers in the coming weeks. This marks the first time the company brands a user-facing application as powered by artificial intelligence.
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