Netflix Starts Rolling Out AI Discover on TVs for Some US Subscribers
Netflix is launching a new feature called AI Discover on its TV app from 3 November, but only for a limited group of subscribers in the United States. The company calls it the first user-facing app it has branded as powered by artificial intelligence, a label meaning the feature is built on AI systems that learn from data to make suggestions. Variety reported the launch.
Netflix says the rollout starts with members who use the service in English on supported smart TVs. Kids' profiles will not get the feature. The company plans to expand AI Discover to more regions and customers in the coming weeks, but it has not said which countries will be next or on what date.
Anyone who has access will see a new Discover tab in the top menu bar of the TV app. The tab carries a red, gem-shaped icon and a "New" label, so it should be easy to spot.
The tab is designed to suggest shows and films as people browse. According to Netflix, the recommendations are produced in real time. They draw on a user's viewing history and stated preferences, along with what is currently trending on the platform. Netflix also says members can adjust those suggestions on the spot, based on their mood and tastes.
This is not the first time Netflix has talked about changes of this kind. In May 2025, the company said it would revamp its TV interface so members could search using everyday phrases, such as "I want something funny and upbeat." It also said its homepage recommendations would respond more closely to a member's mood and interests in the moment. At the time, Reuters reported that Netflix planned to bring generative AI, a type of AI that produces new text, images or other content, to its iPhone and iPad app as well. Netflix said it would test a vertical feed of clips from its shows and films to help people find something to watch.
For most viewers, the change will be small to begin with. Netflix has not said how many people in the United States will get AI Discover in the first wave, and access depends on having a supported TV, using English, and not being on a kids' profile. Anyone outside those groups will have to wait for the wider rollout the company has promised.
The launch fits a pattern that runs through the whole streaming business. Services compete on how quickly viewers find something to watch, because a long search can end with a closed app. Netflix is betting that a tab which reacts to a person's taste, and to what others are watching, will shorten that search. Whether it does will depend on how viewers use it once it reaches their screens.
