As the AI apocalypse marches on, Netflix is turning to increasingly concerning tech to keep subscribers hooked. According to recent reports, viewer engagement at Netflix is slipping, and the streamer thinks AI could be the answer to keeping you glued to its platform.
The company is debuting AI Discover today, a new feature on the Netflix TV app, initially available to a limited number of subscribers in the U.S. In the first iteration of the new AI-based tool, you are prompted to explore content based on preset themes, which include prompts like “Something Light,” “Scare Me,” “Workplace Comedy Favorites,” “Family Movie Night,” “Quick Watches,” “Family Scandal Sagas,” or “Royal Court Intrigue.” The recommended titles are generated in real time, based on your viewing history and what’s popular on the streamer. Also, what the heck are “Family Scandal Sagas?”
Enter the Machine: What Is Netflix’s AI Discover?
Netflix is getting ready to roll out its shiny new AI Discover feature in the U.S. for English-speaking subscribers on supported smart TVs. If your account is selected to test-drive the tech, keep an eye out for a brand-new “Discover” tab in your TV’s top navigation bar—complete with a flashy red gem icon and a “New” badge. Don’t worry if you don’t see it right away, though; the streaming giant plans to beam the feature to more regions and users in the coming weeks.
Where to Spot the Shiny Red Gem
When you click on the Discover button on the Netflix interface, it shows a message that says, “Give me a moment while I find your next obsession.” Here’s how the theme-based AI Discover experience works, according to Netflix:
- Pick from a range of themes, each previewed with a clip from a show or movie. Some match a mood (“Something Light,” “Scare Me”), an intended audience (“Family Movie Night”), or how much time you have (“Quick Watches”). Others might reflect what’s new or popular, or what you’ve been watching lately.
- The app displays an array of matching movie or TV show recommendations.
- You can then pick from more specific themes to continue searching, or you can select “Something Different” for a fresh set.
- Every title has a “Tune Your Recommendations” button, right next to “Play” and “My List.” Use it to keep a recommendation, or to ask Netflix not to recommend something again.
How the Algorithm Directs Your Screen Time
While Netflix’s use of the AI Discover tool is new, it makes me question how I’ve been getting my Netflix recommendations so far. I have a habit of telling the app whether I liked something after I’m done watching it (through the thumbs-up/thumbs-down menu), so maybe that’s got something to do with it? At any rate, I’m not too keen on AI playing a more significant role in my Netflix experience, but what choice do I have? John Connor tried to warn us. Did we listen? Of course not.
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