Netflix Launches First AI-Branded Content Recommendations Feature on TVs

Netflix is testing its first consumer-facing feature explicitly branded as AI-powered. Called “AI Discover,” the feature generates personalized TV and movie recommendations in real time based on viewing history, preferences, trending content and selectable themes like “Something Light” or “Quick Watches.” Variety reports: The streamer will begin rolling out AI Discover in the U.S. to customers who use Netflix in English on supported smart TVs. If you have access to it, you will see a “Discover” tab with a red gem-shaped icon and a “New” label in the top navigation bar on your TV. The company plans to expand the feature to more regions and customers in the coming weeks.

Netflix has long used machine-learning and AI technologies to personalize content recommendations, but AI Discover is the first user-facing application that the company is branding as powered by artificial intelligence. The hope is that the AI-recommended titles will be another tool to drive up Netflix’s total watch time among viewers, especially in the U.S.

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